Summary
The Honey Trails, Bharatpur Chapter - was conceptualized to establish Dabur Honey as a leader in the category and inform customers that Dabur Honey does not offer adulterated honey to its audiences.
Challenge
Marketing Challenge: There is a lot of advertising clutter in the honey category and Consumers are unable to identify the right players that provide pure honey without any adulteration.
Objective
The key objective of the campaign was to establish the leadership of Dabur Honey in the category and reiterate its positioning as the provider of the purest form of honey to the consumers (Without any adulteration).
Strategy
The campaign was shot in the rocky region of the Aravalli mountain range in Rajasthan, India where it captured the story of honey collectors who brave all odds for months to collect the purest form of honey for the customers. They risk their lives in these regions, stay away from their families and traverse these ranges, again and again, to identify new beehives. The search for beehives was narrated in form of a traditional Rajasthani story where a Rajasthani warrior fights the mighty enemy and after a long struggle establishes its supremacy over it. The film was produced and shared on social media platforms across all the owned channels of the brand.
Data
Dabur Honey has traditionally been part of a family's monthly purchases. It has been consistently picked up by mothers from shelves as they believe it leads to the safety of the family and builds their immunity. Over the years, the volume of packs being picked up from the shelves has increased. However, a study suggested that 50% of consumers are unable to identify the correct honey provider as they are lured by the advertising from nearly every player. This figure formed the basis of creating ideas on how to reiterate Dabur Honey as the core leader in providing pure honey and that led to creating multiple chapters of the honey trail
Solution
The creative formats in the honey category had become too cliched. It is either a doctor testing the product or a mother/wife feeding honey to the family to increase their immunity. Honestly, people were tired of them and the films were not cutting across. The category needed a fresh approach as people wanted to know how honey is produced, about collectors, packaging, and other things. Dabur's team decided to trace the stories of unsung heroes who are involved in the honey collection process across the Aravalli mountain ranges in the Rajasthan region of India. Consumers had never seen or heard their side of the story. The brand brought a fresh approach to the honey category lending more trust than ever to the consumers.
Results
The campaign resulted in an uptick in the quarterly brand lift study. The perception around Dabur Honey's purity increased handsomely, especially in the Western parts of the country. This resulted in a growth of sales in the region too. The film has already been seen over 4 million times and been shared over a 1000 times.
