Dabur appoints Bates 141 for creative portfolio

Dabur has assigned the creative duties of its newly launched brand, Uveda, to Bates 141. Uveda is the ayurvedic range of skin care products. The company has launched products in three basic skin care segments - moisturiser, face wash and fairness cream.

Bates 141 already has in its kitty existing Dabur brands including, Gulabari and Dabur Lal Dant Manjan and Red Toothpaste. Gulabari belongs to the skin care range and with Uveda, Dabur is entering the ayurvedic range of products.

The new range, Uveda, launched at the Dabur headquarters at Sahibabad (UP), has roped in Bollywood actor Vidya Balan as the face of the brand. According to the results of a research, 86 per cent of the respondents voted in favour of Balan as the face of the new brand.

The communication mix will have both ATL and BTL activities, including mediums as print, television and outdoor. A television commercial will be launched soon.
The media duties will be handled in-house by the specialist media division, Adbur.

For the time being, Uveda will be marketed in Delhi (NCR) and Maharashtra (Mumbai, Pune, Nagpur, Nasik and Aurangabad).

The television commercial for the brand is still in the process of completion and is scheduled to go on air towards the end of this month. Print and outdoor will also form a part of the communication mix.

Dabur had re-aligned the creative mandate for its hair care business, where it brought in Pickle Advertising and Ogilvy's third agency, David, to handle Vatika root strengthening and henna cream conditioning shampoos and Total Protect health shampoo, respectively. Dabur now will strongly compete with Hindustan Unilever (HUL) and Emami in the segment. At present, the skin care products market size is estimated at Rs2,200 crore.