Himalaya Drug Company - Branding Ayurveda

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Case Details:

Case Code : MKTG032
Case Length : 13 Pages
Period : 1999 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : Himalaya Drug Company
Industry : Drugs
Countries : India

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"I would like to see Himalaya as a trusted brand in every household, symbolizing global leadership in herbal healthcare."

- Meraj Manal, Chairman, Himalaya Drug Co., in June 2002.

A 'Hip & Happening' Granny!

In 1999, the leading Indian herbal health care company, Himalaya Drug Company (HDC) launched an advertisement campaign for its range of personal care products branded 'Ayurvedic Concepts.' The Rs 120 million1 campaign was extensively covered by the electronic and print media.

The television commercials (TVCs) for the brand featured an unusual brand ambassador. Indians, who were used to advertisements featuring celebrities from the world of movies/sports, and young, good-looking models, watched in amusement an old, 'grandmotherly' lady promoting the brand.

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Not just that, the brand ambassador referred to as 'Dadima' (a Hindi language term for grandmother) be broke the stereotype image associated with grandmothers (and people of that age group) in the country. Unlike the typical grandmothers, she was aware of the latest trends and happenings in the world around her.

Moreover, she conveyed her knowledge of age-old health tips and HDC's products in fluent English and was thus, successful in presenting a contemporary image of Ayurveda (Refer Exhibit I for a note on Ayurveda and Exhibit II for the TVC).

HDC claimed that the advertisements managed to establish the credibility of 'Dadima', and Ayurvedic Concepts, in general. Not only did it promote Ayurveda, as a science but was able to build a huge amount of recall for Ayurvedic Concepts.

In the next two years, Ayurvedic Concepts became reasonably successful, and its visibility increased considerably.

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1] In October 2002, Rs 48 equaled 1 US $.


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