By Gunjan Chandok
Dabur Honey has been making small contributions to the lives of many Indians for over 3 decades. When we hear the term Honey, the very first thing that comes to our mind is Dabur Honey. The brand has created an image in the mind of customers that has become a Term in place of the commodity’s’ name i.e., Honey
When it comes to Pure Honey, Dabur Honey has always been the preferred choice of consumers .It is India’s largest branded honey maker and also one of the Best Honey Brands in the World. Termed as the one of the best health foods across the globe, honey is a powerhouse of energy. Its utility for health purposes and weight management has made it a preferred choice of consumers over other sweeteners.
Talking about the Indian Honey market, the growth is expected at a CAGR of 11.00% between 2020 and 2026 in terms of value. Honey production in India has seen a 200 percent increase in the last 12 years with sustained efforts and dedicated programs like Honey Mission in the last few years.
Age old traditional way of beekeeping is done in a traditional manner in our country. India had 9,091 registered people in the apiary business. India exports 50 percent of the commodity and, in the last 12 years, exports have increased by 207 percent with international demand for honey growing.
Dabur: The Brand”s Worth
Dabur India Limited is one of the Top 5 FMCG Companies in India with Revenues of crossing Rs 8,700 Crore & having a Market Capitalisation of about Rs 80,000 Crore. Establishing its core values as quality and experience for over 136 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India’s FMCG portfolio includes nine Power Brands having exclusive brand identity — Dabur Chyawanprash, Dabur Honey, Dabur Lal Tail, Dabur Honitus, Dabur PudinHara, Dabur Amla, Dabur Red Paste, Réal and Vatika.
The star performer in Daburs’ Health Care portfolio, is Dabur Honey which has marked its presence in the market for packed honey globally. It carved a niche for itself by becoming tantamount with fitness and a healthy lifestyle. This has been successfully leveraged by highlighting the health benefits for Honey and moving it from the medicine cabinet to the breakfast table by increasing its usage as a food product and immunity booster.
Dabur’s Foray Into Digital Marketing
Dabur has also not been left untouched by the “Digital revolution”, it has joined the latest trend of marketing with the help of creating an online presence by pursuing an aggressive e-commerce and digital marketing strategy to utilise millennials, who will turn out to be consumers.
Know more how Gen Z can prove a great help for attracting more customers for a brand here; Gen Z – Engaging The Digital Natives For Brand Attractiveness
The objective of connecting with the digital revolution is tapping the youth population of consumers. Those who are going back to their roots and taking pride in tradition for its Ayurveda and ayurvedic products.
With the internet becoming a key channel to gather information, making purchase decisions and transacting online with more and more consumers using the medium, Dabur has also planned to encash this opportunity.
Reason Behind It:
Dabur India partnered with large e-retailers and created its own portals with an aim to strengthen its’ online presence. It was emphasized by digital marketing, online campaigns and social media. It helped the brand reach millennials who are going to drive strong trends of consumption.
Dabur, famous for its’ Ayurveda and ayurvedic products, sought to tap the young consumers for their natural products. Since they are embracing modern trends, habits and lifestyles. They are honing their focus both in the marketplace & also on social platforms frequented by millennials. Social media strategy becoming strong by Influencer and sponsorship programmes Dabur has started channelising its efforts in the same direction.
How the content which is available online and accessible to all, the digital marketing arena has become complex. There are many devices and platforms, but cutting through this content clutter is a tall order for any brand, especially in the consumer packaged goods (CPG) space is difficult. Since the convenience of switching between screens is available to the users, brands have to struggle to find the right formula to keep people engaged.
Dabur Honey’s #EverydayHoney Campaign
One of the most popular innovative digital campaigns launched by Dabur Honey was on the occasion of Valentine’s day, #EverydayHoney.
It was conceptualized around the premise of celebrating love throughout the year and not just on a particular day. Many popular influencers, and celebrities, who get love every day from hordes of fans, were roped in. They talked about the moments where the love and affection from their fans, made them feel special.
The occasion of Valentine’s Day was chosen since it is associated with love, warmth, and sweetness. We wanted to be part of this conversation as the undertones and associations of this day are related to Dabur Honey.
Social platforms chosen for this campaign were Twitter, Instagram, and Facebook, and the duration was 14th Feb to 16th Feb.
Results From Dabur Honey Campaign:
The campaign was able to earn over 4,00,000 views on social platforms.
It was reposted from all 4 celebrity and influencer accounts, elaborating the visibility with over 899 interactions.
The reason behind celebrating Valentines’ day every day, was crystallized by the successful implementation of the brand’s campaign of celebrating love everyday rather than single day. Fans reached out to tag people who are their #EverydayHoney in the comments. Moreover, they were overwhelmed by the sincerity and reassurance of their personal favorites.
The campaign received an encouraging response from the audience, proving that love should not be reserved for only one day a year.
This initiative by Dabur Honey, #EverydayHoney, acted as a catalyst for celebrities by exclaiming their love for their fans. Those who love them unconditionally by adding sweetness to their everyday life; just like honey adds sweetness to the lives of consumers
You can benefit by joining the internet revolution and making your digital presence stronger. It would be exciting and easier with a partner like Hobo.Video. Your brand can have access to a community of thousands of Gen Z youth, influencers, buyers, and resellers.
Know more about how to make your brand generates a persuasive message here:
How To Ensure Your Marketing Message Is Persuasive | Hobo.Video
Read another brand study here:
Baggit #PlayTheLifeGame Case Study
If you’re an influencer and looking for brand collaborations, check out Hobo.Video’s various collaborations here.