Summary
The Dabur Honey Trail, Sunderbans chapter campaign was conceptualised to create trust and brand love for the Dabur Honey and establish that it is free from any adulteration. Dabur Honey wanted to reiterate its leadership position in the market.
Challenge
The category is extremely cluttered with heavy advertising which does not allow the consumer to identify the right honey provider. Dabur wanted to inform the consumers that it is working with indigenous honey collectors across the country to provide the purest form of honey to the audiences.
Objective
In the second half of 2020, the honey category & the key players were under scrutiny in India. Their reputation was hit and the purity of the product was under question. Dabur, being one of the key players in the category, wanted to reiterate that it provides pure honey to the consumers in the market. Dabur Honey worked with the honey collectors of the Sunderbans district in India's easter state of West Bengal who often risked their lives to collect the purest form of honey. The brand traced the journey of the purest form of honey from the beehive to the breakfast table of the consumers.
Strategy
The film was shot in the dreaded forests of Sunderbans in the eastern India state of West Bengal that is known for the mighty Royal Bengal Tiger and some of the most venomous species of snakes. The indigenous population of the region traverses these forest for months to identify beehives and collect the purest form of honey from the region which is then supplied to the consumers. Dabur decided to share the story of courage of these indigenous honey collectors to showcase how it works with such honey collectors and brings the purest form of honey to the customers. The film clearly identified Dabur India's commitment to bring the best honey to consumers that is free from any adulteration.
Data
A government report had pointed that the players in the honey category were not doing justice to their product. Dabur India decided to clear the air around its legacy brand that it has been true to the cause of bringing purest form of honey to the audiences. Another aspect was also that heavy advertising in the category was not allowing the audiences to purchase the right product in the category. Dabur wanted to break that clutter and establish its supremacy in the market.
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 Sunderbans forest of India's eastern state of West Bengal. 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 video has been viewed over 7 million times. Over 800+ shares, 510+ comments with 60% brand love. The intrigue & interest level drove a 66% Avg View Duration for the content piece. A brand research suggested that people did not associate Dabur Honey with the controversy. The sales picked up in its top markets with pentup demand from the retailers by at least 7-9%.
