Dabur revamps Hajmola with new packaging, communication

Dabur India is revamping the flagship product in its Rs 100 crore Hajmola brand with new packaging and communication.

Dabur India, one of the largest FMCG Company in the country, is revamping the flagship product in its Rs 100 crore Hajmola brand with new packaging and communication. The company had, last year, redesigned its brand architecture wherein Hajmola was chosen as one of the five power brands that would be representing "Tasty and fun-filled Digestives".

In line with this strategy, the company launched "Hajmola Anardana Churna" and "Hajmola Fun2 candy" which are associated with fun and zeal, in addition to being digestives. The company has now decided to revamp its Hajmola Tablet portfolio, comprising of bottle and sachets, which represents the majority share in this Rs100 crore brands, with new packaging and new communication campaign. The company is also embarking on a new communication campaign with Mr. Amitabh Bachchan who continues to be its brand ambassador for the product. "The new Campaign captures the overall language of the Brand in a fun filled, naughty & mischievous manner and is aimed towards appealing all age group between 6-60yrs. The campaign, with tagline " Hazam Sab Chahe Jab" and made by Lowe, will be aired starting this month" said Devendra Garg, Vice President, Marketing, Dabur India.

On the packaging, the Hajmola tablets will now come in a sleek contemporary bottle that gives the brand a fresh young look and will ensure higher shelf throw. "Hajmola is the biggest brand in its category with nearly 75 per cent market share. The new campaign and packaging would certainly give a further impetus to sales of this brand that has seen a growth of 15-20 per cent this year. We will see more Fun-filled digestive options under this brand in future. We also have plans to launch new variants in our candies and new format in the churna in future" said Mr Garg.