Brave and Beautiful - Dabur Vatika Salutes Female Cancer Survivors

https://www.youtube.com/watch?v=QomoNyfkqvg

In the clutter of thousands of is not skin deep'. "The things like the bindi
advertisements the one which stands or “kala tika” lighten the seriousness and
apart is “Vatika Brave and Beautiful”. emotional scene and give courage to the
cancer fighter. To her surprise the world
This bold and beautiful digital ad will receive and accept her whole
campaign by Dabur Vatika seems heartedly in her changed avatar. There
contradicting and surprising at first glance. was also a note in the commercial
This daring attempt from a hair care brand encouraging people to share personal
to portray the perspective of beauty is stories or stories of those who survived
commendable. The campaign titled "Brave cancer and started living a normal life.
& Beautiful" was a tribute to women who
battle cancer and encourage them to start
a normal life. As the saying goes, people do not buy
brands but buy in to the idea of what the
The commercial commences with a bald brand stands for. Great brands do not just
woman, a survivor of cancer hesitant to differentiate but make a difference in the
go out fearing rejection, low on self- lives of people
confidence and self-esteem. But she finds
her family members and colleagues Especially those who braved cancer and
reassuring. With her husband and family anxious about how others would look at
serving as a strong support system, she them post treatment. The commercial
musters the courage to resume work in also sends a strong signal to others about
her office. The campaign subtly conveys the notion of beauty and how one should
the message of inner beauty by ending act and help them to bring back their
with a note, “Some people don't need hair confidence.
to look beautiful". It conveys that 'Beauty
Advertisement is not only about selling. beautiful depiction of beauty in its
Selling through advertisement is one of ad.
the sub activities involved in the e) Brand Mark: It leaves a mark of the
marketing-process. Philip Kotler on brand if the advertisement is
advertisement: “Advertising is any paid inspirational, innovative and heart
form of non-personal presentation and touching.
promotion of goods, services, or ideas by f) Brand Image: The brand image
an identified sponsor.” and “Best values a lot to the consumer.
advertisement is done by a satisfied Creating vague images with no
customer”. logic in advertisement makes no
difference to the brand.
So, advertisement have the following
things: Vatika is one of the master brands of
Dabur. The brand is positioned as a
a) Relevance to Marketing: The
premium Naturals hair care brand.
essence of modern marketing
According to company source, it is one of
concept is that all elements of
the fastest growing hair care brands in the
business should be geared towards
the satisfaction of the consumer. Middle East.
So, the advertisements should be
relevant to marketing. It should Earlier, the brand has taken product
attract and position the product in benefit proposition in its commercials.
the minds of people. The brand took the celebrity endorser
b) Relevance to consumer: Customer route to communicate its value
should feel that it adds value to proposition. It was so surprising to see a
their understanding of the brand taking a totally counter position to
product. Consumer should be in its product core proposition of beautiful
the position to relate oneself with hair the natural way. The brand tries to
the ad. address the notion of beauty by elevating
c) Relevance of Society: It should be it one notch higher or altering the
directed towards the cause of the meaning of beauty (Inner Beauty). Having
society. It should represent the said that, the ad is a clutter breaker in the
world at large. 2% of the average midst of hair care brands that talks about
Net Profit made by the Company product's functional (Strong hair, less hair
during immediately preceding fall or anti dandruff) and emotional
three Financial Years goes towards benefits(feeling confident, happy, looking
CSR. beautiful).
d) Brand: Brand value of the product
increases with effective According to Praveen Jaipuriar, marketing
advertisement. The brand has head - personal care, Dabur India, as a
created high morals with the natural hair care expert, Brand Vatika, has
always stood for 'Woman of substance'.
"Brands always talk about how hair makes
a woman beautiful. Most brands talk The making of the advertisement and the
about hair fashion, style or strength. But product has hit the hearts of people. It
the hard fact is that a lot of women who was the most talked about ads at that
have undergone chemotherapy do not time. It has indeed created a sense of
just lose hair but end up with their self- appeal for which it is recognised.
esteem eroded. It takes a great deal of Great brands appeals to our emotions and
confidence and inner strength to face the alters our perception of the world. Great
world all over again," he adds. brands inspires us, tells powerful stories,
As is known, cancer is one of the deadly taps in to our inner motivations and
diseases. According to estimates, there desires, engages us meaningfully and
are nearly three million patients suffering propels us to be what we are capable of
from the disease in India. According to becoming. People respect the ads with
numbers available from World Health such cause which spread awareness and
Organization, about 7,00,000 people died this has definitely worked for the brand.
of cancer annually in the country. Advertisement is majorly about catching
It is directed toward all the cancer the attention of minds and retaining it for
survivors though it appears to be a long. This particular ad has successfully
women centric ad. Though the link done it.
between the cancer survivors and Vatika
is not clear but it does make an emotional
and inspirational appeal of the brand
towards the public.