Dabur Campaign Wins Asia Pacific Sabre Award

New Delhi :It’s the honey-sweet taste of success for Corporate Voice|Weber Shandwick India. The agency has won the inaugural Asia-Pacific SABRE (Superior Achievement in Branding and Reputation) Award for its Dabur Honey PR campaign. The campaign- “Drop sugar for a Healthy Honeylicous Life!” – was adjudged as the ‘Best campaign across the Indian Sub-continent’, a category which attracted close to 400 entries from across the Asia Pacific region.

Corporate Voice | Weber Shandwick India CEO Shiv Reddy said: “The SABRE Award for the Dabur campaign, adjudged as the sole winner from India, underscores our ability to consistently deliver quality results out of India and win global awards in the face of ever-growing competition. Our advocacy approach to PR is standing our clients, and us, in good stead. At Cannes this year, a Gillette campaign we co-led won the gold and silver in the Media Lions Category, while 2007 had seen the UN Grand Prize for PR Excellence, the IPRA Golden Award and the Media’s Asia Pacific PR Campaign of the Year awards being bestowed on us. Yes, as the list of awards grows longer, the responsibility to deliver and surpass client expectations is even greater.”

The Dabur Honey campaign surpassed the internal business targets set by Dabur India. The campaign was instrumental in a dramatic sales turnaround for Dabur Honey by 26% in 2008 and maintained the brand’s No. 1 position in the market place.

Corporate Voice | Weber Shandwick India President Atul Ahluwalia said, “Over past years, we have consistently built our agency as a centre of excellence with the delivery-mechanism for best-in-class PR services for all clients, be they global MNCs or Indian business houses. I am proud that the culture of innovation that we have cultivated has progressively borne fruits for us and the present Sabre award win for the Dabur campaign from India in a perfect reinforcement of the success of this endeavour”

The Corporate Voice|Weber Shandwick India team, who spearheaded the campaign, was managed by core team members Gunjan Bagga – Group Account Manger, Vani Khurana- Account Supervisor and Swati Bhandari- Account Executive from New Delhi branch. Dilip Yadav, Executive Vice President who supervised the campaign said, “It was a challenge to consistently create fresh news around honey as a category. Our focus was on the Indian housewife and her desire to experiment with healthier food options for her family. Yes, the extensive use of advocates, on television and off it, gave enormous credibility to the Dabur Honey PR campaign.”

‘Drop Sugar for a Healthy Honeylicious Life’ campaign was launched in 2008 when Dabur strategized to tap the huge potential of the honey market in India to emerge as the market leader with the first-mover advantage. Corporate Voice|Weber Shandwick developed the PR campaign strategy with a focus to raising a debate on the ‘sugar versus honey’ issue while building awareness on the goodness of honey for a healthy life. Thus, linking goodness to the brand of Dabur Honey, and emphasising its purity.

The campaign started with special features and television tie-ups in national and regional media on the use of honey in Indian cooking. There was a spectacular book-launch of a Dabur coffee table book on creative honey recipes authored by nutritionist Komal Taneja. The campaign received a fantabulous media response during the launch. Of course having Amitabh Bachchan as the brand ambassador helped enormously! The post-launch strategy saw a stream of honey recipes and placement of authored articles emphasizing the goodness of honey and its healthy benefits. Moreover, as the ambit of honey grew, in these features and articles, it came to establish itself as substitute for sugar.

The success of Dabur Honey PR campaign took all by surprise. It achieved a dramatic turnaround by growing the Indian honey category, making Dabur Honey the numero uno in the market place. The brand saw a growth of 26% in sales in a single year, leading to an increase in the brand revenue by Rs. 200 million (US$ 4 million) from the previous year. Today Dabur Honey is a Rs. 1000 million (US$ 20 million) brand.

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