Kapil Sharma Publicizes Dabur Pudin Hara Powder

Founded in 1884, the brand Dabur stands as a well-known name in Consumer goods companies. It has from time to time highlighted its presence with a variety of products in Indian Households. The brand has recently launched a campaign for its Ayurvedic medicine for stomach pain, indigestion, gas, and acidity –  Dabur Pudin Hara Powder which features comedian Kapil Sharma in it. The campaign has been created by McCann and is a 30-second long video which highlights the fizzy nature of the product.

Pudin Hara has made its way to the Indian market in the year 1990 and is available in three different formats – Pudin Hara Liquid (bottle format), Pudin Hara Pearls (blister pills) and Pudin Hara Lemon Fizz (powder).

Ajay Singh Parihar, marketing head – OTC Healthcare, Dabur India, said that Liquid form of the product is the oldest, In addition to it, he says that “Pearls is the most consumed format. The more recent powder format with Pudin Hara Fizz is mainly used for quick relief from acidity problems.” The way of consumption remains the same throughout geographies.

Parihar also says that the brand’s focus is equal on all three formats as they have different consumer usage reasons, and also it helps the brand expand its consumer base.

The ad film features Sharma who can be seen attending a family function where he suffers from acidity due to excessive eating, his sister in law comes to his rescue with the ‘regular powder’ but is immediately stopped by his wife who offers him Pudin Hara Fizz which finally helped him get the instant relief. The film very beautifully captures the product features and helped the product to position itself as a better option than the regular powder.

Parihar commenting on the ad’s ideation says that the campaign seeks to reach out to the youth and build relevance with them by showcasing the benefits of Pudin Hara in their daily lifestyle, which is heavily infested with junk and unhealthy food.

“Pudin Hara Liquid is the oldest format, while Pearls is the most consumed one,” said Ajay Singh Parihar

“Dabur Pudin Hara is an age-old remedy for issues related to the stomach. It not only cures stomach-related issues but also gives coolness to the stomach. Given the evolving trends in lifestyles and work patterns, consumers today are continuously multi-tasking and, therefore, they require effective and natural solutions,” says Parihar.

“Dabur offers the benefits of traditional Ayurveda in modern-day formats to combat daily health issues, and Pudin Hara is one sure-shot solution for multiple gastric disorders. Considering the numerous diseases prevalent during the summer season, Dabur Pudin Hara helps in managing stomach problems,” he added.

Parihar disclosed that both the Pudin Hara team and the creative agency were looking for popular Bollywood numbers for the campaign. The challenge, he says, “Was to ensure that the song also has a connection with the acidity problem and relief in a very melodious and relevant manner. Finally, the song lyrics ‘Na bole tum, na maine kuch kaha…’ was selected and we reworked the song a bit to build relevance for the brand.”

Parihar mentions that the product contains pudina (mint) satva which forms the main ingredient. It is packed with antioxidants and phytonutrients that can work wonders for the stomach, especially during the scorching summer months. From ages, Pudina is known to give effective relief and has an excellent carminative impact on stomach problems. It helps to bring calming and cooling effect on stomach cramps, and its ability to fight acidity and flatulence. Other brands running in the same category are: GSK’s ENO, Sun Pharmaceutical’s Pepfiz, Mankind Pharma’s Gas-O-Fast, and others