Indiantelevision.com Team

(4 July 2008 4:00 pm)

NEW DELHI: Dabur India, a manufacturer of products for the homecare segment, has forayed into the hard surface cleaners market with Dazzl.

To promote the brand, the company has roped in television actress Smriti Irani as its brand ambassador. Dabur has also planned a 360 degree marketing campaign, which includes television, print and outdoors.

Speaking about the positioning of the new product, Dabur India senior general manager home care Girish Kumar said, "Dazzl has been positioned as a product that helps in resolving fears in the mind of consumers when it comes to dirt."

"The television commercial has already been shot and Ogilvy and Mather is the creative agency behind it. The TVC will be aired sometime soon in the next week. Apart from television we would also be using print as another medium of communication. And finally we would also be concentration of consumer activation programs through sampling etc," Kumar elaborated.

Targeted at SEC A and B1, between the age group of 24 to 40 years, the product will be available in two ranges.

While Dazzl disinfectant floor cleaner, priced at Rs 50, will be available in 550 ml pack, Dazzle anti-bacterial kitchen cleaner will be available in two SKUs of 400 ml spray and 500 ml toggle. The 400 ml spray is priced at Rs 75 and 500 ml toggle at Rs 65.

Dabur entered the homecare market in 2004 with the acquisition of Balsara that included brands like Odonil, Sanifresh, Odomos and Odopic. With the launch of new products, Dabur is looking at strengthening its position in this category.

"The homecare market in India is growing at a rate over 30 per cent and the total market for kitchen cleaners and floor cleaners is valued at 1.6 billion and Dabur has 10 per cent share in this market," added Kumar.

Dabur will face stiff competition from brands like Lizol and Easy Off Bang from Reckitt Benckiser, Domex from Hindustan Uni Lever (HUL) and Mr. Muscle from SC Johnson.