Fast moving consumer goods brand Dabur India is turning to television stars for endorsing homecare brands as it hopes to make its products a common household name.
The company has roped in Sakshi Tanwar, better known as ‘Parvati’ in the popular television soap ‘Kahaani Ghar Ghar Kii’ as brand ambassador for its toilet cleaner ‘Sanifresh Shine’.
Dabur already has India’s favourite tele-bahu Smriti Irani of Kyun Ki Saas Bhi Kabhi Bahu Thi fame for endorsing its recently recently-launched hard surface cleaner brand ‘Dazzl’.
Mr Girish Kumar, Senior General Manager (Home Care), Dabur India said, “Both Smriti and Sakshi are well respected stars and symbolise a true family woman. We are confident that these associations will prove very fruitful for our home care brands,”
This is the first time Dabur is taking television celebrities in a big way as brand endorsers for its products.
Known for signing big-ticket celebrities such as Amitabh Bachchan, Rani Mukherjee and M S Dhoni, the roping in of TV stars is seen as a strategic move to penetrate into common household.
“The move will help it to move deeper into the Indian households, where both Smriti and Sakshi enjoy huge popularity, it was also important to identify right personalities for right products” an advertising industry insider added.
“It makes better sense to get television celebrities, who housewives and households in India identify as being the ideal bahu or beti,” he said.