Dabur joins UP’s Covid battle with vaccination, hygiene campaigns

FMCG major Dabur recently partnered with the UP Government to roll out India’s biggest COVID vaccination drive covering 15 crore adult population in the state. The vaccination drive was flagged off in Allahabad and is being extended to cities like Varanasi, Lucknow and Kanpur, besides covering population living in rural pockets of Uttar Pradesh.

As part of this mission, Dabur is helping the government set up special vaccination centres in various parts of the state and encouraging people to get vaccinated, said the company statement. Special awareness drives are also being conducted alongside to dispel myths around vaccination and encourage people to get themselves vaccinated, besides educating them about boosting immunity to keep themselves protected from illnesses. These centres will also provide consumers easy access to Dabur’s range of immunity boosting products like Dabur Chyawanprash, Dabur Honey, Dabur Giloy ki Ghanvati tablets, Immudab, Ayush Kwath Kadha and Dabur Haldi drops.

In another initiative Dabur has also launched a unique campaign, ‘Dabur Sanitize Germs Protection Soap – Suraksha Hai Zaruri’, in Meerut to create awareness about the importance of hand-washing during this pandemic. Under this campaign, the company has set up 6 hand washing stations outside prominent hospitals of Meerut. The hand washing stations are placed outside: Santosh Hospital-Kamlapur, Lokpriya Hospital-Panchsheel Colony, Anand Hospital-Ajanta Colony, Bharat Hospital-Telgarhi, Ajay Hospital-Shiv Shakti Vihar and Radha Govind Hospital-Shiv Shakti Vihar. Dabur is also providing free sample to the visitors while creating awareness about the importance of washing hands.

Speaking about these on-ground activations, Rajiv  Dubey, Head Media, Dabur India Ltd, said, “We have a lot of such CSR led on-ground activation programmes. We don’t make a splash of them on the ATL media, but through these activities, we manage to reach out to the masses, the hard working policemen, hospitals, etc.”

Speaking further about Dabur’s approach to using the OOH medium Dubey says, “Given our target audience we are very bullish about wall paintings; we have a massive allocation for wall paintings, especially in the Northern and Eastern regions. Dabur has in fact pioneered wall paintings, many old Hindi movies are a testimony to this. Our focus has always been on rural and media-dark areas, where we build product saliency by supplementing TV campaigns with wall paintings.” He further added, “In the last two months post the second wave, there was hardly any traffic, but now it is coming back, so we will be going stronger on the OOH medium.”