Dabur goes the extra mile to spark healthy smiles with Hotstar Specials – The Night Manager

Dabur is a well-established and widely recognised household name in India. Though the brand has a legacy spanning decades, it is equally contemporary. The launch of Dabur Herb’l Activated Charcoal Toothpaste is a testament to the fact that the brand is tuned to the times and consumers’ evolving preferences. To build awareness and increase purchase intent for the new launch among young, urban and affluent individuals, Dabur tapped into the creative and targeting capabilities of Disney+ Hotstar. 

To facilitate Dabur to reach its objectives effectively, Disney+ Hotstar suggested the brand associate with The Night Manager. The show’s audience was a perfect match for the brand’s target consumers, and the narrative allowed for contextual integration of the brand’s messaging around the newly launched product.

The Night Manager, a beloved spy-thriller, features Aditya Roy Kapoor, Anil Kapoor, Tillotama Shome, and Sobhita Dhulipala in leading roles. The Hotstar Specials show enjoys widespread popularity among highly engaged, young, urban, affluent audiences. A blockbuster show with two superhit parts of the first season, it is the official remake of the British television series of the same name.

Execution & Strategy

Associating with The Night Manager allowed Dabur to increase awareness for the newly launched toothpaste among young, highly engaged, urban affluent individuals.

Disney+ Hotstar ran 15-second video creatives highlighting the newly launched toothpaste as mid-roll ads during ad breaks to drive high-impact visibility. To further strengthen brand recall and drive resonance among audiences, a co-branded vignette was created featuring relatable scenes from The Night Manager. 

Brand Speak

Impact

The show’s popularity among the young, affluent, urban users of Disney+ Hotstar enabled Dabur to build awareness for the newly launched product at scale.