Dabur Honey launches its brand new ad film made by Havas Creative, which could be analyzed as the brand’s latest move in its ongoing feud against Marico’s Saffola Honey.
In the 40-second ad, we could see a guy dissuade a lady from buying what appears to be a bottle of Dabur Honey but it is, a lookalike of Dabur Honey. And the second part of the ad is talking about the NMR test and 60+ quality checks Dabur Honey undergoes which would be helping to support the brand’s claim of being the world’s leading honey brand. Thereby the ad is creating awareness among the customers about the products in the market which resembles Dabur Honey, along with giving a piece of clear-cut information about the quality of the brand and thus the campaign #CommittedToPurity as well.
Speaking about the ad, Kunal Sharma, category head, Dabur India stated that, for decades Dabur Honey has been the trusted name in this category in India, and in terms of sales volume it is now the World’s No. 1 Honey Brand. In recent times, a number of new Honey brands have hit the shelves copying Dabur Honey’s packaging in an attempt to mislead consumers to mistakenly pick up their products. To address this, Dabur decided to launch a new TV campaign for educating consumers about why to pick only the original Dabur Honey and not lookalike products, he added.
It all began in July when Dabur filed a case in the Delhi High-Court against Saffola Honey and alleged, a recent report on this stated that, its Mumbai rival “imitated” the bottle, trade-dress, label, and packaging of Dabur honey. The report has also mentioned that Marico will continue to manufacture and sell Saffola Honey in its current avatar in the market.
As per Dabur’s website, its honey brand is having eight variants which start from 20gm and go up to 1Kg and the prices start from Rs 17 and cap off at Rs 395. On the other hand, Saffola which launched its honey offering in 2020 offers variants that range from 250gm to 1.5Kg with a price range from Rs 110 to Rs 430. The other players in India’s honey market include Patanjali, Himalaya Forest Boney, Honey Basket, and Beez Honey.
