Just shout it out, says Dabur Stresscom campaign
By M4G Bureau - December 30, 2020
The brand kicked off the ‘Shout Out Stress’, campaign to enable people work out their pandemic induced frustrations, through a soundproof scream booth mounted on top of a moving vehicle
Dabur Stresscom, the Ayurvedic stress relief medication brand from the stables of FMCG major Dabur India Limited, has launched an on-ground activation called ‘Shout Out Stress’ campaign in Delhi NCR to resonate with people’s need to let out their stress in a year dominated by the COVID-19 pandemic. The year 2020 has indeed seen a rise in Mental Health related issues such as anxiety, stress, fatigue, general debility, and neurosis.
With the ‘Shout Out Stress’, the brand aimed to help people end 2020 and begin 2021 on a positive note. The idea is to encourage people work out their frustrations in a harmless way, without letting it negatively impact their health and well-being.
As part of the campaign, the brand created a soundproof scream booth mounted on top of a moving vehicle equipped with decibel meter which did the rounds of eight busy market areas across Delhi NCR , enabling people to destress themselves though the Scream Therapy. The on-ground executing agency for this campaign was Marketing Architects Communication.
Speaking about the initiative, Dr. Durga Prasad, GM - Marketing, Ethical Portfolio, Dabur India Limited, said “The current times are filled with uncertainties and challenges for the human race. We at Dabur believe that it’s our duty to help our communities in these stressful times through our products, which combine years of Ayurvedic medicinal knowledge acquired around the subject of mental health. Dabur Stresscom ‘SHOUT OUT STRESS’ is one such initiative where our aim is to create awareness and action around mental health and wellness. We intend to host more such sessions in future.
“SHOUT OUT STRESS” which is can also be called “SOS” is a thought through campaign. While conceptualizing the campaign we had to think through all the pandemic guidelines and at the same time had to convince people of the hygiene and safety though regular sanitization after every use. The physical interactions of the consumers kept were minimal. The challenge was to create a soundproof scream booth on a small vehicle that could pass through the busy markets of DELHI NCR. But the success of the campaign is overwhelming,” said Ankur Rajgadhia, Marketing Architects Communication.