Dabur Chyawanprash's recent print ad claims a bold benefit, promoting two spoons daily to protect the lungs from smog, a timely message aimed at Delhi/NCR residents where air pollution levels soar, particularly post-Diwali. Positioned strategically beneath AQI (Air Quality Index) updates, the ad aligns Chyawanprash with pollution defense, leveraging its longstanding reputation for immune support.
Amit Garg, Marketing Head of Health Supplements at Dabur India, explained that Dabur has been promoting Chyawanprash’s potential benefits for respiratory health and immunity in connection to smog for the past 5-6 years, particularly due to ongoing air quality challenges in the Delhi NCR region.
He also explained the rationale, noting Chyawanprash’s herbs like Amla and Shatavari offer antioxidant, and anti-inflammatory benefits, purportedly reducing pollutant effects on lung health. Garg underscores that while not a replacement for masks, it enhances the body's resilience.
The campaign, however, is under scrutiny by the Advertising Standards Council of India (ASCI), which has raised concerns about the veracity of these health claims, noting that healthcare advertising is a frequent offender, with 1,569 complaints processed last year alone.
A broader issue with misleading health advertisements, especially following the rise of dubious claims during the COVID-19 pandemic. ASCI's review aims to uphold standards in consumer health advertising. It also stresses that brands must prioritize truthful advertising to ensure consumers make informed choices, particularly when it involves health and well-being.Manisha Kapoor, ASCI's CEO
She also informed that ASCI will investigate this claim and has already contacted the advertiser. An expert and a jury will examine the evidence.
Creative professionals like Prathap Suthan support the ad, appreciating its context-driven approach. He argues that the ad doesn't introduce new claims but reinforces Chyawanprash’s established benefits, aligning naturally with pollution-related concerns.
Seasonal ads that instinctively appeal to consumers’ desire for protection—cold remedies during the rainy season or moisturizers in winter. With air quality now becoming a seasonal concern, Dabur Chyawanprash’s positioning feels relevant yet familiar.Prathap Suthan, Managing Partner and Chief Creative Officer at BangInTheMiddle
(Input from various sources)
Rehash/Josna Lewis/MSM