In the wake of the COVID pandemic, both businesses and consumers are focusing on essentials. Most of the communication has been a creative rendition of social distancing and washing hands, the two most important preventive measures to break the chain. However, a third was added – building immunity – and this gained momentum post the directives from the Ayush ministry.

The campaign highlights that consumers have increased their focus on building immunity with the onset of the pandemic. While immunity-boosting foods like Amla, Ginger, and Turmeric are commonly consumed in India, but as beneficial as they are in fighting diseases, they are quite tough to chew and hard on the teeth.

The campaign films created by Ogilvy features the popular Chaubey Ji, played by the TV actor Manoj Pahwa. In the films, Chaubey Ji chews through the toughest foods like Amla, Ginger, and Raw Turmeric to prepare himself against the pandemic but is not fazed by their toughness because he uses Dabur Red Paste. The films are part of the ‘#ChabaateyRahoIndia’ series on tough to chew ‘immunity building foods’ that we consume to boost our immunity.

Ritu Sharda, CCO, Ogilvy (North): “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favorite ‘Chaubey Ji’ is here to chabao some things that are important for all of us to stay fit. While everyone talks about chewing on haldi, ginger, and amla, we understand that they are hard to bite, and one would need healthy teeth to chew them properly.  So, make your teeth strong to make your immunity strong.  Chabatey Raho India , aur har problem ko bhagatey raho.”

Shouvik Roy, President and Head of Office: “The platform of ‘#ChabaateyRahoIndia’ for the brand Dabur Red Paste is all about chewing through adversity. It was a challenge to bring back ‘Chaubey Ji’ without cricket especially in this current situation. Yet again, the strong teeth and ‘chaba dalengey’ connect gave birth to 3 beautiful films.”

Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd. said, “Dabur Red Paste – the #1 ayurvedic toothpaste – stands for providing strong teeth and complete oral protection with clinically proven Ayurveda. Though this is a serious and efficacious proposition, we created a platform ‘#ChabaateyRahoIndia’ to make it engaging for consumers; celebrating their love for food, their resolve to chew away obstacles, and, their will to chew away every hardship and stand tall. In our effort to connect with people and give oral health another fun twist, we are bringing out Season 2 of the endearing ‘Chaubey Ji’ films in which Mr. Manoj Pahwa again helps deliver the brand’s message, urging people to focus on oral health for overall health.”

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Satish Upadhyay, head – marketing, Amazon India Marketplace, said, “The 600,000 sellers on Amazon.in are benefiting from online selling while bringing hundreds of millions of unique products for our customers. With this campaign, we intend to communicate to millions of MSMEs about how Amazon makes it easy for small businesses to go digital and start or expand their business by reaching millions of Amazon customers through e-commerce.”

N Ramamoorthi, president, Ogilvy South, said, “For millions of small businesses, it is both easy to sell on Amazon as well as to grow with Amazon. While the nursery rhyme execution in this series of ads makes this point in a simple, memorable manner, it also underscores Amazon’s commitment to the progress of sellers and small businesses across India.”

Mahesh Gharat, chief creative officer, Ogilvy South, added, “The brief was simple. Change the perception of the sellers about selling on Amazon. They believe there are numerous barriers like paperwork to sell on Amazon. To communicate the ease of selling on Amazon, our campaign needed to be even simpler. When I say simple, the first thing that came to our mind was a nursery rhyme. Wake me up in the middle of the night and I can still narrate you a nursery rhyme. Taking this device and the iconic rhythm, we communicated how easy it is to sell on Amazon. Thus, driving home the thought about how simple it is to sell on Amazon.”

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