Dabur Honey: Gaining weight by helping consumers lose some

Ekta Relan, Srishti Jain Khandelwal

Dabur Honey created a multimedia campaign to grow its brand by increasing consumption in an ancient category and making it relevant to modern Indians.

Campaign details

Brand: Dabur HoneyBrand owner: Dabur India Pvt LtdLead agency: MullenLowe Lintas Group, IndiaCountry: IndiaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Newspapers, Online video, Print - general, unspecified, Search marketing, Social media, Television, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

Honey brand Dabur Honey, the market leader, grew consumption of an oft-forgotten ancient category by making it relevant for the modern world.

The brand has become pretty much synonymous with the category, having been the only major national player for almost three decades. But...

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