Brand Update : Colgate Launches Mouth Protection Spray Under Vedsakti Brand

 When consumers are scared, take advantage of the opportunity and offer to help. In this era of COVID-19 where consumers are scared as hell, many opportunities have popped up in the market in the form of health protection. From hand sanitizers to paints, brands are trying to cash in on the opportunity to take advantage of the opportunity to reassure the consumers' health concerns. This is the market which has products like paints, laminated plywood boards and even electric bulbs promising to kill the deadly bacteria and virus with a condition that 0.01 of the germs will be left behind to protect that species. After all, these are the gods' creations. 

In that scenario, how can a toothpaste brand be left behind? Everyone knows that the virus has its entry point through either mouth or nose in most cases. Since the mouth is the domain of the toothpaste, they too have jumped into the bandwagon of saving humanity from the deadly virus. How? Launching of a new product - mouth protection spray. The market leader Colgate has grabbed the first-mover advantage by launching a spray that kills the germs ( sans the 0.01 lone survivor ) at the entry point itself. Mouth sprays have existed in the market but for a different functionality- fresh breath. So although the launch is not an entirely new category creation, the brand is pioneering a new functionality to the mouth spray product-line. I predict that it will not be too long for Close-up brand to launch a mouth protect spray with mouth freshener to counter this launch.

It is also interesting that Colgate chose to launch this product under the Vedsakti sub-brand to take advantage of the Ayurveda tag which has a chemical-free perception to rely on. 

The brand is running a launch campaign for the new product. Unlike the typical Colgate ads featuring dentists, this time, the brand is banking on a child to teach their parents, benefits of using this spray. The brand I think over the last few campaigns is preferring cuteness over authenticity. 

In another similar development, Colgate Vedsakti has come out with a new campaign this time focusing on germ-killing and labelling mouth as the entry point of germs. With the new campaign, the market leader is directly challenging the position of Pepsodent which was focusing on the germ-killing promise attaining point of parity with Pepsodent.

 

Vicco Vajradanti : Reinventing Itself

Brand : Vicco Vajaradanti
Company : Vicco

Brand Analysis Count: # 593

Vicco Vajradanti was one of the first products of Vicco which started its operations in a single room at the house of Sri Keshav Vishnu Pendharkar. Sri Pendharkar was a staunch believer of Ayurveda and wanted to create and popularise ayurvedic products in India. He started a small company named as Vishnu Industrial Chemicals Company in tribute to his father. This company later become popular as VICCO.  

Vajradanti was a toothpowder form in its early days and when the market shifted towards toothpaste, the company began to produce Vajradanti in the toothpaste form. Vicco Vajradanti quickly gained acceptance among people who were more inclined towards ayurvedic products. The brand was positioned as a true-blue ayurvedic product. 

Although the brand had a rich heritage and used to promote the products regularly, the toothpaste remained a niche player in the highly competitive market. Vicco was never an aggressive player in the market and slowly and surely, the brand failed to catch the attention of the new generation of customers. One should not forget that this brand was the pioneer in the sponsorship of television programs in India. This brand also was the first in putting their ads in video cassettes. 

This year, the brand is making a relaunch of sorts with the roping of Alia Bhatt as the brand ambassador. The new tvc features Alia and the famous jingle which made the brand famous. 

What the brand aims to do is to bring back the nostalgia using the old jingle and at the same time use the brand ambassador to appeal to the new generation of customers. 

The celebrity endorsement in recent years is being viewed as a panacea for all brand problems. The usage of celebrity in campaigns have become a norm which has in my opinion, commoditised this strategy.

Celebrities, if not used carefully is nothing but a glorified replacement of models in these advertisements. 

Same here in the case of Vajradanti. What best the brand can hope for is a quick dose of brand awareness in the market. To be fair to the brand, it needs a truckload of brand awareness to fight the high decibel war being fought on the toothpaste market especially in the ayurvedic segment. 

Herbs & Berries : Branding Ayurveda

Brand : Herbs & Berries
Company : Hindustan Lifecare Ltd

Brand Analysis Count : # 509

Herbs & Berries is Hindustan Lifecare Ltd ( makers of Moods Condoms) foray into the Ayurvedic OTC market in India. Indian OTC market is huge worth around Rs 15,000 crore ( including both ayurvedic and allopathic drugs). Ayurvedic OTC products are growing at around 15-20% per annum. But the market is highly  competitive. Since the regulatory framework for herbal and ayurvedic products are less stringent compared to modern medicine, there is a huge rush of local players into this segment. A visit to the local ayurvedic drug store will awe you with the type and number of OTC products displayed. Most of these products seldom survive a financial year. The brand was launched in 2009 but began to make noise only in 2011.

Herbs & Berries is an interesting brand where HLL partners with a highly respected traditional ayurvedic company - Kottakkal Arya Vaidya Sala to develop this brand. In this arrangement, the Arya Vaidya Sala develops the products which are marketed by Hindustan Lifecare Ltd. HLL has strong distribution capabilities which will be utilized for Herbs & Berries. The co-branding with AVS will add credibility to the drug.

But HLL is a reluctant marketer which is reflected in the marketing of this brand also.The visibility of the brand is limited so is distribution. The brand is currently promoting Hair Nourishing oil and Pain management balm.

Another interesting fact is that Herbs & Berries shares the brand name with another Austrian company.  I wonder why HLL did not care to do a google search before finalizing the name. The Austrian brand is Herbs'N'Berries  and this can lead to trademark issues if at all HLL decide to take this brand international. 

What I like about Herbs & Berries is the brand name ( although shared) . The name is very modern and more of a herbal brand rather than ayurvedic brand which will help attract young consumers.But the brand needs to stand out from the rest with a proper brand architecture. So far there is no brand communication with regard to the parent brand which is a big marketing mistake. Hope that HLL will seriously invest in this brand. 

Dhathri : Evolution of a Corporate Brand

Corporate Brand  : Dhathri

Brand Analysis Count : #475

Kerala- the state where I belong , is famous as a consumption market with little or no manufacturing activity. The state, which is an ideal test market for most of  the consumer products, is dominated by trading & service business rather than manufacturing. Hence the number of brands that originate from Kerala is very less compared to other states.Kerala is well known for Ayurveda. The land is rich in terms of a very well organized and reputed ayurvedic treatment centers. An emerging brand in this genre is the brand Dhathri.

Dhathri Ayurveda Pvt Ltd  was started by Dr Sajikumar, a trained Ayurveda Doctor, in the early nineties. Dr Sajikumar belonged to a reputed family of Ayurvedic practitioners with a rich tradition tracing back to two centuries. Initially Dr Sajikumar's treatment centre was known as Warrier's Hospital and Pachakarma centre which later became Dhathri.

The origin of the brand Dhathri happened in 2005. Dr Sajikumar launched a hair oil under the brand name Dhathri. The hair oil quickly captured the market's attention and the brand became a blockbuster hit. The success of Dhathri hair oil prompted the company to launch a slew of products first in the hair-care segment and later in skin-care market. Interestingly the company decided to use Dhathri as the brand name for all the products across categories.

Along with the FMCG products, the company also ventured into wellness market through the launch of ayurvedic services like slimming centers under the brand Dhathri ABS clinics. Dhathri is now a Rs 250 crore company with interests in FMCG, traditional ayurvedic medicines , clinics and wellness centers.

Dhathri as a brand  is strongly associated with hair-care. The brand has followed a celebrity endorsement route towards brand building. All the launches from Dhathri is endorsed by celebrities and the consistent heavy investment in promotions has ensured that the brand had a top-of-mind recall among the consumers.The success of hair-care products prompted the brand owners to enter the skin-care segment. Dhathri extended itself by launching face-packs, skin creams and related products. Over a short period of time , the brand became an umbrella brand endorsing a plethora of products across various categories.

Watch the ads here  : Dhathri Facepack endorsed by Kavya Madhavan

                                 Dhathri hair oil endorsed by Samyukta Varma

                                 Dhathri endorsed by Usha Uthup

                                  Dheedhi shampoo endorsed by Revathi

Dhathri hair oil has positioned itself on effectiveness platform. The brand has the tagline " It really gives results " reinforces the promise of effectiveness of the product.

Later Dhathri ventured in to the shampoo and soap market with the launch of new brands - Dheedhi and Dhin. Later a toothpaste brand ( Mavila) was also launched. The company also added health-care products like Chyawanprash , diabetic supplement and a family nourisher ( Winsmart) under the Dhathri brand or endorsed by Dhathri.According to a news report, Dhathri has now 20 varieties of herbal products under its brand-line.

Along with these developments, the company adopted Dhathri as the corporate brand name and adopted the name Dhathri Ayurveda. In November 2010, Dhathri began to look at markets beyond Kerala and launched its hair care products in Tamil Nadu.

It is really good to see a regional brand spreading its wings and venturing into a highly competitive national market. But along with those good feelings comes certain thoughts on the current marketing practices of Dhathri.

There is no doubt that Dhathri has grown fast. I feel worried when brands grow fast and become too ambitious. The wide and unrelated products in the portfolio of Dhathri is a matter of concern as far as the brand is concerned. The company although has stated in their website that Dhathri is an umbrella brand , too much unrelated products will dilute the core brand.

Another important branding funda that Dhathri missed was the  core brand strategy . Dhathri has evolved from a hair-care brand to an umbrella brand but this evolution is not seen in the core brand Dhathri. When ever a brand moves from a product-focused brand to an umbrella brand, its DNA changes. The brand owners need to create a new positioning and set of brand values for the umbrella brand. The positioning and brand values of the umbrella brand should be in a  broader platform  so that the new umbrella brand can endorse a diverse set of products.

Now every product in the Dhathri brand portfolio uses the name without any common thread tying itself to the core brand. The company has left it to the consumer to create a distinct position for Dhathri which I feel is dangerous. 

Ideally Dhathri should have created a core brand strategy that should revolve around Ayurveda. The Dhathri umbrella brand should have a unique set of values and brand elements including a tagline that exemplifies its positioning. The umbrella/corporate brand should also have a set of campaigns for creating its own place and then only it should proceed to endorse other products. Each product will have their own campaign highlighting the product features and the umbrella brand will give credibility to individual products. Ideally individual products need to have a sub-brand which could later be developed as a standalone brand.
Now I think no one can answer this most important question " What is Dhathri ? " is it a soap, shampoo, hair care, skin care , food supplement or ayurvedic company that produces all these ?? As a  consumer, for me Dhathri is strongly associated with haircare products and rest of the products have secondary significance. It is important for this brand to comeout of this vague definition and project an individual powerful identity which can be used to endorse products across categories. Once that position is created rest becomes more easy.

The large number of products in the portfolio also may further create problems. The funds for brand promotion is limited and too many products will stretch the company's resources. Most of the products in the ayurvedic market are promotion driven and the growth will show as long as the brand invest in the ads. Larger the products, the thinner will be the investment for each products. This is a vicious cycle which has killed many startup brands which expanded fast riding on the success of one or two launches. 

Dhathri is aiming for a national launch and in that process may rub shoulders with powerful brands like Dabur , Himalaya etc. It is important for the brand owners to get the brand architecture correct before taking the leap.

Dabur Dashmularista : With You for Life

Brand : Dabur Dashmularista
Company : Dabur

Brand Analysis Count : 413

Dashmularista is a traditional ayurvedic medicine which is very popular in India as a restorative tonic. Although this is a medicine, Indian consumers usually buy and use this tonic over the counter because of the knowledge passed on from elders. And since this is an ayurvedic medicine, consumers are less bothered about the side effects.

Dabur Dashmularista is the first branded ayurvedic ethical asava ( tonic) to be launched in the Indian market as an OTC product. This brand was launched in 2004-2005. Initially Dashmularista was positioned as a restorative tonic for young mothers .

I had earlier written about the poor marketing that has been done with regard to ayurvedic products . There is lot of potential for ayurvedic OTC products in the Indian market. Dabur has to be appreciated for taking an effort in branding such important traditional ayurvedic medicines.

Dabur is also using the bollywood actress Juhi Chawla to promote its ethical branded products. This will further boost the popularity of traditional ayurvedic tonics and prescriptions.

Watch an old TVC of this brand : Dabur Dashmularista

Now Dabur Dashmularista has been positioned as a vital health tonic for ladies. The brand is currently running a TV commercial highlighting the need for such a health tonic for the homemaker. The brand now has the tagline " With You for Life " .

The brand is positioned as a health tonic for every stage of life . The current target market for the brand is the homemakers. I think that over a period of time, Dashmularista will expand its TG to include men and young girls.

The brand is filling an important need in the Indian market. Women often suffer from the fatigue arising out of the stress and strain of homemaking responsibilities. This stress is translated to digestive disorders and physical discomforts like backpain, fatigue,loss of energy etc. And most of the time, ladies resist consulting doctors about their issues at the same time complaining to their husbands about their health issues.
In such a situation , products like Dashmularista has a very important role to play. There will be a better acceptability for such products because of the tradition and perceived " lack of side effects ".

Since its launch in 2004, Dabur Dashmularista is witnessing steady growth. The brand is facing competition from a host of established ayurvedic marketers who sells this product as a ethical medicine. The current campaign will force many such players to take Dashmularista to the OTC market and can expand the market for ayurvedic products.

Related Brand
Eladi