Dabur released another ‘purity’ themed ad for the International Day of Persons with Disabilities in December 2021 (last year). “Achaai ki parakh sirf aakhon se nahi hoti,” the ad says.
It’s fitting because the brand’s ad features a blind couple preparing a delectable dessert, with a dazzle of Dabur Honey as the icing on the cake.
If you’re wondering why the brand places such a strong emphasis on the product’s ‘purity,’ it has a long history. It all began in August 2020, with a seemingly harmless advertisement for Saffola Honey.
“Saffola Honey – 100% Pure 100 %,” according to an ad created by 82.5 Communications. “Every batch of Saffola Honey is tested using the most advanced NMR Test (Nuclear Magnetic Resonance) in one of the best-in-class German laboratories to ensure that it is pure, free of any form of adulteration, and with no added sugar,” according to the YouTube description of the ad.
It was the first time a scientific test was mentioned in an ad for a category that previously focused on wholesomeness, goodness, and other intangible values. This ad was released a month after Dabur sued Saffola in court (in July 2020) over honey packaging similarities.
“Dabur has passed all of the FSSAI-mandated tests, including SMR, in addition to voluntarily conducting NMR tests on a regular basis to ensure that our consumers receive 100 percent pure honey with no added sugar/syrups or other adulterants,” the spokesperson stated.
A Marico spokesperson, on the other hand, said the company had filed a complaint with ASCI on December 3, 2020, challenging the claim made by ‘Dabur India Ltd.’ that “Dabur Honey has passed the German NMR test.” ASCI has admitted the complaint, according to the FMCG giant, and it has been recorded for a future hearing.
Marico’s Saffola would not remain silent on the subject. On December 14, 2021, the brand released an advertisement claiming that its honey meets all of the quality standards set by the FSSAI (Food Safety and Standards Authority of India). According to a press release, Saffola guarantees that every batch of Saffola Honey is NMR tested, which is one of the most advanced tests in the world and is considered the gold standard for detecting adulteration in honey.
Dabur then released a long-form ad film in January 2021. By showing us the journey of honey from beehives in the forest to our urban breakfast table, the team hopes to dispel any doubts about the product’s purity.
With stunning visuals and hypnotic music, the film depicts local honey collectors defying the odds and obtaining honey from the Sundarban forests in West Bengal. Honey falls from the hive into a cup of tea in the final shot, which is dramatised. ‘100% pure, no sugar adulteration,’ reads a super on the screen as the film comes to a close.
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