Dabur unveils new packaging and campaign for Real Juices

Real Juices, from the Dabur Group has unveiled its new six-layer packaging design and campaign. Focussing on the nutrients aspect of packaged juices, the brand has also roped in Sonali Bendre-Behl for the campaign. The creative agency on board for the campaign is Lowe Lintas, while the packaging design has been handled by Zlata. Maxus has worked on the media planning, while the media buying is managed by the in-house agency Adbur. The estimated media spends for campaign which went live in mid-November is between Rs. 7 to 10 crs. The campaign will be on-air till mid-January. 

Speaking to Campaign India on the reasons behind this new packaging and campaign,  Amit Shah, Brand Head – Real, Dabur India Ltd., said, “The last re-branding was done four years ago when we had realised that consumers were not only looking at the date of the packaging, but were also apprehensive about the taste of packaged juices. So, the packaging was cued towards the taste perspective. Over a period of time, consumers have accepted packaged juices as part of their lives and now want to move towards the nutrition aspect of juices. Hence, it was time for us to re-brand and bring out the nutrition aspect strongly through the new packaging and communication."

Watch  TVC here (story continues below) 

The TVC features a kid informing his grandfather about eating nutrients on the telephone, and goes on to pack an orange for him. Playing the role of a mother to the kid, Sonali Bendre-Behl asks the kid to give her the orange and close the eyes. She informs that the orange has transformed to become the the packaged juice. The voice-over kicks in and elaborates on the new six-layer packaging system for Real juices which retain nutrients of the juices.    

Along with the traditional mediums of television, print, OOH, among others, the brand has also tied up with three DTH operators for this campaign. During the campaign, every time a viewer switches on the DTH service, he is greeted with the advertisement (TVC on Tata Sky and static banner for eight seconds on Dish TV and Airtel). Reasoning the tie-up, Shah informed, "One of the best things about DTH platform is that it gives us an unduplicated reach. We have taken the Dish TV, Airtel DTH and Tata Sky platforms, which essentially covers around 75 percent of the DTH universe, for this campaign."

Zzebra and Pioneer are the OOH partners, while Fourth Dimensions, SOI Live Marketing and Live Events are handling the BTL part of the campaign. "We are trying to highlight that the new packaging from Real will keep the nutrients in juices intact. That is the idea which we are taking forward in TV, and so that will be the same communication which we will be taking forward on other mediums as well," Shah elaborated. 

Credits:

Agency: Lowe Lintas

Creative team

Chairman and chief creative officer: R. Balki 

National creative director: Amer Jaleel

Creative

Executive Creative Director: Deepesh Jha

Creative director: Akashneel Dasgupta (Copy)

Senior creative director: Mohit Arora (Art)

Client servicing:

Vice president: Sonali Khanna

Brand Services Director: Abhishek Jain

Production house: The Big Picture Company

Director: Sabal Shekhawa