Dabur Red Celebrates Youth With ‘Desh Ke Lal’ Campaign
Dabur Red launches ‘Desh Ke Lal’ campaign celebrating youth with an anthem and Instagram hook-step challenge.
SociapaHQ
Dabur Red Toothpaste announced the launch of ‘Desh Ke Lal’, a new brand campaign celebrating young Indians who are confident, expressive and increasingly willing to define their own choices and ideas of success.
The campaign, launched around Independence Day, uses an original anthem, humour and contemporary youth culture to look at what it means to be a young Indian today.
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Anthem Celebrates A New Generation:
The campaign is built around the anthem ‘Desh Ke Lal’ with the punchline “Yeh hi toh Desh Ke Lal hain.”
The song describes the protagonists as people who break with tradition, speak their minds, are accountable and make their own way. “Ask questions, get answers” and “We define what be success” are just two examples of lyrics that hammer home the campaign’s message of individuality and self-expression.
“The campaign reflects the brand’s endeavour to remain relevant with changing consumer and understand the mindset and expression of the younger audience,” said Prashant Agarwal, Head of Marketing – Oral Care, Dabur India.
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Hook-Step Challenge:
Dabur Red has taken the campaign to social media with the ‘Pass the Desh Ke Lal Hook Step Challenge’ on Instagram.
The Reel-led challenge asks creators and audiences to recreate the signature hook step of the anthem, tag Dabur Red and nominate another person to continue the chain.
This format is not a performance on its own but a participatory chain. Each participant can add his/her own interpretation to the choreography and then pass it on.
The UGC-led approach is meant to invite audiences to freely express themselves and extend the campaign beyond Dabur Red’s own social channels.
Kandid Kanvass has designed and implemented the campaign that combines an anthem led film and a social participation format.
“The campaign was built around the idea that today’s ‘Desh Ke Lal’ are defined less by what they do and more by how they think, including their willingness to question, speak up and define success on their own terms,” said Saarthak Juneja, Creative and Director, Co-founder, Kandid Kanvass.
The campaign will be amplified across Dabur Red’s digital and social media platforms, with the Reel challenge inviting audiences to join the ‘Desh Ke Lal’ chain and add their own interpretation to the campaign.
