One of the top FMCG companies, Dabur India Ltd. has launched a ‘Vocal for Local’ campaign for its various brands including ayurvedic Red toothpaste, amla hair oil, Real fruit juices, Chyawanprash and Hajmola digestive tablets across Facebook, Twitter, and Instagram. The campaign reminiscing the brand’s 135-year old heritage and its Indian roots. The campaign aims to highlight its Indian heritage as in the post-COVID world, economies across the world are more likely to look inwards.
The campaign, with the anthem “Ye Bharat Hai Hamara, Ye Dabur Hai Hamara”, seeks to showcase the strong legacy of the Dabur brands and their role in the health and well-being of every Indian household. The campaign takes forward the vision of Prime Minister Narendra Modi on promoting the local brands and s stepping towards an Aatmanirbhar Bharat, responding to PM’s call for supporting indigenous businesses, lauding homegrown brands.
The video signifies the brand’s long-standing commitment to the nation and the millions of lives they have touched, in view if the lockdown. They are encouraging the country to celebrate and honor self-reliance by coining the term ‘Vocal for Local’. Every element in the campaign signifies the trust and health in the minds of the consumers.
They are highlighting Indian roots and have started promoting ads with this message on digital media. Make in India will be a key factor likely to influence the purchase decision and the local for India campaign. The Prime Minister had urged to be “Vocal about Local” brands and buy products made domestically in a speech pointed out a self- reliant nation.
In this lockdown, the video which features the voice of Shantanu Sudame, the playback singer from the movie Uri, the Surgical Strike, uses archival footage from Dabur’s existing campaigns. Dabur as the first one to launch on to the #Vocalforlocal aims to highlight Indian heritage as in the post-COVID19 world where economies across the world are more likely to look inwards domestically. The same will be true for India, feelings of nationality, and made-in-India being the key factors in purchase decisions.