New Delhi: FMCG major Dabur India is turning to television stars for endorsing homecare brands as it bids to make its products a common household name.
The company has signed up Sakshi Tanwar, better known as ‘Parvati’ in the popular television soap opera Kahaani Ghar Ghar Ki as brand ambassador for its toilet cleaner ‘Sanifresh Shine’.
Dabur already has India’s favourite tele-bahu Smriti Irani, of Kyunki Saas Bhi Kabhi Bahu Thi fame, for endorsing its recently launched hard surface cleaner brand ‘Dazzl’.
“Both Smriti and Sakshi are well respected stars and symbolise a true family woman. We are confident that these associations will prove very fruitful for our home care brands,” Dabur India Senior General Manager (Home Care) Girish Kumar said.
This is the first time Dabur is taking television celebrities in a big way as brand endorsers for its products.
Known for signing big-ticket celebrities like Amitabh Bachchan, Rani Mukherjee and M S Dhoni, the roping in of TV stars is seen as a strategic move to penetrate into common household.
“The move will help it to move deeper into the Indian households, where both Smriti and Sakshi enjoy huge popularity,” an an advertising industry insider said, adding it was important to identify right personalities for right products.
“It makes better sense to get television celebrities, who housewives and households in India identify as being the ideal bahu or beti,” he said.
Dabur claims its new hard surface cleaner brand ‘Dazzl’, launched nationally in July 2008, has already garnered a market share of 6.1% in its first quarter in the floor and kitchen cleaner category.
The company said in the toilet cleaner market, its Sanifresh has reported an over 35% volume growth in September, followed by a nearly 60% growth in October, garnering a 10% share of the market as against under 8% share in 2007-08.
As per industry estimates the overall surface and toilet cleaners market is valued at about Rs200 crore.