Case Study

Effect sahi, side effect nahi

Natural and herbal, Pudin Hara, enriched with the goodness of mint has helped many people get over the after effects of too much good food. It is not surprising that today, Pudin Hara is one of the most sought after brands in the antacid category. Sachin Jagdale analyses

Go green

When Pudin Hara hit the market in 1970, it marked the beginning of a 'Green Revolution' in the antacid category. Unlike other brands, Pudin Hara had a smooth market debut as it was a herbal/natural product, with a unique blend of spearmint and peppermint oil. The product has lived up to its tagline, "Effect sahi, side-effect nahi".

Convenience and ease of use were two main features that consumers had sought from the brand, and the company was fast to react to the market demands and introduced Pudin Hara in the pearl format, while giving it a premium packaging. Besides liquid and pearl formats, Pudin Hara-G is the powder form is focused on providing relief from gastric problems.

Today, Pudin Hara is a nearly Rs 25 crore brand. The customer's faith in this product is reflected in the fact that Pudin Hara today controls a near 80 percent share of the herbal antacid market in India. In the larger market of OTC antacid products, Pudin Hara has a nearly 15 percent share.

'Ad'-mission

Dabur India has been regularly investing behind the brand. With Pudin Hara, the advertising strategy has been largely in favour of the electronic media/TV and it is supported by activities both in print media and on radio, and with on-ground activities. Innovatively made commercials focussing on establishing Pudin Hara as the provider of instant relief from all stomach problems done the miracles for Pudin Hara. Initially Pudin Hara was advertised through local medium and cable television.

The TV campaigns of Pudin Hara kicked off with a juggler ad with the tagline "Minuton me Pet Ko Aaram Pahunchaye". The popular ambulance ad marked the introduction of the Pudin Hara pearl format. Another popular ad ,"Indian Barat", had Reema Sen, a lecturer say that 'Ekbar lipstick bhul jau par Pudin Hara nahi!' Ads like these reinforced the message that Pudin Hara was an important part of our daily lives. The pop singer's ad wherein he suffers from acidity just before the stage show and he takes Pudin Hara G to get quick relief depicts the effectiveness of Pudin Hara G. The short and sweet balloon ad was also well received.

In times to come

As change is necessary to grow in any field, Dabur will keep on innovating new strategies to promote the brand. Dabur is going to introduce Pudin Hara in several newer formats to meet the changing needs of the market and the consumer.