Dabur gets aggressive on juices campaign

NEW DELHI: 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 said.

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).