CREATIVE STRATEGY: DABUR CHYAWANPRASH 

It is a time-tested Ayurvedic formulation of more than 41 Ayurvedic herbs that aid in boosting 
the immune system, thereby protecting the body from everyday infections like cough & cold 
 

It is the leader in the Chyawanprash category.The brand has 69% market share.

1. Brand Position  
● Considered as irrelevant in the day to day life,   
● Brand is considered to be old yet a trusted brand 
● They want to emerge as brand of future 
● People do not find any specific reason to use Dabur Chyawanprash 
● Housewives associate the brand with old age people rather than kids/youth 
 
2. Brand Objective  
● To be part of the consumers day to day life (relatable) 
● Be the influencer product which keeps the consumer healthy  
● Associate the product with Health and Immunity  
● A product that helps the housewife to take care of the day to day vulnerabilities of her 
family – Strength, Stamina and Immunity  
 
3. Role of Advertising 
● Integrate the age-old Ayurvedic heritage and traditions with cutting-edge scientific 
prowess 
● Contemporize a brand which is gradually losing touch with the emerging consumer base  
● The brand (Dabur Chyawanprash) had 100% awareness and 74% market share, but 
loosing the market share rapidly  
 ● Increase product category penetration 
● Communicate the relatable benefits to the consumers distinctively 
● Make the brand compete in the current market scenario 
 
4. Conceptual Target  
• Young working class mothers and educated housewives • Age group 25-45  
• Tier I and tier II cities  
• Nature: Critical, proof driven , End user: choosy, vocal 
• Concerned about the family health and well being  
• Educated enough to understand and differentiate between the product benefits offered  
 
5. Core Desire  
“My kid should not fall sick”  
• Primary concern of the target group is the health and well being of their children  
• Improve the family Immunity, Strength and Stamina 
• If the family is not healthy it is an indication that the mother is not able to take care of her 
responsibilities well enough 
 
6. Making the Right Connect  
 
CONSUMER MINDSET  DABUR CHYAWANPRASH 

Reason to believe  Fortis Association 

Person to associate with  Madhuri Dixit Nene as brand ambassador 

Relevant product – Not associated with old  New colorful packaging suitable for kids and 
age people. Bad taste.    youth, New flavors 

Clear Benefit : Product to keep the kids from  Positioned as immunity booster (3X 
falling sick  Immunity) 

A brand that kids love and connect with   Immune India School Challenge 

Outcome : Measure for the benefit of the  Immunometer : To measure child’s immunity  
product 
 
7. Role of Brand  
• Immunity Booster • The product increases immunity 3X • Easy option to keep the health and 
well being of the family intact 
 
8. Compelling Truth  
• The Immunometer (analytics based on kids Height, BMI and missed classes) • Fortis 
association validates the benefits • Tried and proven formula of Dabur Chyawanprash 
 
9. Strategic Idea 
•Trusted Immunity Booster for modern day mother through The central figure has to be an 
educated female of the household (wife/mother – portrayed by a relatable Bollywood figure like 
Manduri Dixit) 
• Addressing the concern of the target group  
• The product is for the entire family, so it should cover all age groups – children, husband-wife, 
grandparents if possible  
• New flavors that kids like  
• Convey that in the fast pacing world for family, product will help in increasing immunity and 
prevent them against any illness with good taste to keep kids engaged