In a bid to strengthen the immunity plat-form, Dabur has launched a new advertising campaign for Dabur Chyawanprash. ``The strength of the product is being communicated through the campaign,''says Dr D B Anantha Narayana, general manager, R&D. According to him, recent trials have provided ample evidence to prove that the unique immuno-modulatory action of the product restores the balance of antibodies.

Interestingly, the product is being advertised for the first time during summers, which is the slack season for it. The ulterior objective is to overcome the consumer perception that chyawanprash is too hot to be taken in summers and push sales in this season, too. Admits Dr Narayana, ``The usage is low during summers, but it is only due to perception, and may not be true.''

The campaign -- comprising of a TVC and a print ad created by Response -- is a step to counter the seasonality factor, too.

What's unique about the campaign is the simplicity andclarity of the proposition and its delivery. The film gives a delectable portrayal of the special relationship between grandfather and grandson and uses the skillful portrayal of pani puris and their connection with germs and infections and falling ill. ``Immunity is now being explained in a consumer friendly way,''says Dr Narayana.

The strap line has changed from `Helps you to fight within' to `Power of Immunity'. The company is currently contemplating launch of new variants of Chyawanprash in terms of dosage. `We're looking at launching Chyawanprash in consumer-friendly dosages which at the same time retain the original taste,'' says Dr Narayana.

The Lakme mystique

Lakme Orchids has recently unveiled a press campaign to announce the launch of its new range called `Aqua Mystique'. Handled by Ambience Advertising, the new campaign is targeted at the premium segment. The company has positioned the product as an international quality cosmetic in the Indian mould.

The objective of the campaign isto create an awareness for the new range in the Indian market. As for the communication strategy, the company has opted for the press media for maximum exposure. The tagline `Best of both worlds' reinforces the positioning of the product in the over-crowded category.

Leave the pack behind

What better way to take on the fat ad budgets of global tobacco majors than launch your own ad campaign? The World Health Organisation has just done that with the launch of a global print ad campaign. Created by Geneva-based Ashvin Gatha & Tushita Bosonet of Living Color, it was released on May 31, which was observed as World No-Tobacco Day.

Simple and stark, the campaign shows a visual of an empty ashtray with a red flower on it instead of the obvious - cigarettes. The only copy is a forceful headline: leave the pack behind. The colours white and red are striking and make an impact. The campaign is part of The Tobacco Free Initiative, a new cabinet project for the WHO created with the aim of focusinginternational attention and resources on the global tobacco epidemic, an entirely avoidable burden of disease.