Dabur gets aggressive on juices campaign; hires Lowe

New Delhi, June 29 (PTI) Homegrown FMCG major Dabur is
embarking on an aggressive campaign for its fruit juices
riding on the health plank.
The company, whose 'Real' and 'Active' juices account for
13 per cent of sales in its consumer care division, is aiming
for more and is focusing on differentiating between fruit
juice and fruit drink and highlighting health benefits.
Dabur has hired international advertising agency Lowe for
its '8 times more' campaign to promote Real juices as healthy
and nutritious fruit juice.
"Lots of players in the market are selling fruit drinks
under the garb of fruit juices. Being the leader in the
market, its our responsibility to educate the consumer about
the difference between a fruit juice and a fruit drink and
whats truly healthy for them," Dabur India General Manager -
Marketing (Foods), K K Chutani told PTI.
This campaign would focus on the Real brand and the
company could come out with a plan for their Active brand in
next 15 days, he added.
Dabur has adopted a 360 degree approach towards the
campaign, which includes print and electronic media campaigns
and also heavy outdoor activity through branding on buses,
mall activations and consumer events at modern trade outlets
across the country.
"We see a good double digit growth this fiscal, in this
segment," Chutani said.
Currently Dabur competes with fruit drinks like 'Maaza',
'Frooti', 'Minute Maid' (pulpy).