Brand Update : Hajmola Repositions as Audio Candy

It has been a while since I updated about Hajmola Digestives. The most significant development happened last year ( 2009) when the brand undertook a major repositioning exercise . The brand started calling itself an Audio Candy.

Hajmola which is a unique digestive tablet is a very powerful brand. This Rs 1 billion brand has been able to stay relevant in the consumer's mind through consistent campaigns and some smart distribution strategies. Hajmola digestive tablet is now selling approximately 2.5 crore tablets daily.

Hajmola is known for its unique taste ( Khatta Meetha taste ) and the taste has been its USP ever since its launch. The unique taste with its digestive properties made it a post-meal habit of many Indian consumers.

While Hajmola tablets are consumed for its utility, candies are a different ball game altogether. Candies are consumed for fun rather than utility. Hence Hajmola candy should be positioned more on the fun side rather than the utility . Hajmola has already established itself on the utility ( digestive ) platform , the challenge was to put fun aspect to it.

Dabur then found a very smart way of putting fun into this digestive. The brand named itself an Audio Candy. The name is derived from the insight that the Zingy Tangy taste of Hajmola in your mouth will be accompanied by a lip-smacking sound. The idea of Audio Candy was born.

The concept of Audio Candy was reinforced by the campaign that followed

Watch the ad here : Hajmola Audio Candy

The idea of Audio Candy is a very smart idea which communicates the positioning of unique taste in a very fun filled manner. The TG - mainly kids will like the concept of the audio candy. And the concept makes the USP of Hajmola difficult to copy. Along with the repositioning , Hajmola also launched a couple of variants like Imli and Kachcha mango which gave more reasons to buy this product.

It is interesting to see the evolution of Hajmola from a functional tablet to a fun filled candy. The brand has successfully extended itself to a larger market but retaining its core strength and not diluting the utility for which it is loved for.

Hajmola : Tasty Funfilled Digestive

Brand : Hajmola
Company: Dabur
Agency: Lowe

Brand Count : 176

Hajmola is one of the power brands from Dabur's portfolio. The brand is one of the oldest and most respected brands in the digestive market in India. The brand commands 75% share in the Rs 90 crore digestive tablet market in India.

Hajmola is a 31 year old brand launched in 1975. The brand has ayurvedic formulation and is sold through all kind of shops unlike the antacids. Hajmola is very popular in North India and North is the strongest market for the brand.
Hajmola although a digestive is not positioned as a digestive brand. The brand has moved away from the therapeutic aspects and is positioned more as a naughty mischievous brand. The brand is positioned as a mild digestive that can be taken any time anywhere. The brand uses kids as the main ambassadors and the campaign that features a boy in the dormitory( Hajmola Sir) is still most remembered classic.

The brand has been nurtured by Dabur carefully. The brand was endorsed by Kapil Dev during 1995.Not restricting itself to tablets, the brand extended itself to candies and other forms of digestives. Now Hajmola has Candy, Candy Fun2, Mast Masala and Hajmola Yumshell. The brand also has changed its package from the old rustic glass bottle to a new contemporary pack. Dabur has now promoted Hajmola as an umbrella brand in the digestive segment .The brand is now worth Rs 100 crore.

In 2004 Dabur roped in Amitabh Bachchan to endorse all Dabur power brands. Hajmola also got the power of Big B into its fold. The ads now feature the fun filled tussle between Big B and a kid. Hajomola has kept its positioning of being a fun filled product. The reason for not restricting to digestive is to give the brand more room for growth. If positioned entirely as a digestive, the usage of brand will be limited. Hence Hajmola tries to induce the customers to take it anytime anywhere. In all the campaigns the brand is positioned on its Zingy Zangy taste (Khatta Meeta).
The brand has also ventured into the highly competitive candy market . The hard boiled candy market is estimated to be around Rs 350 crore and Hajmola is reported to have a 9% market share.
Hajmola has always tried to focus on the Northern market. The ads are predominately Hindi and not at all targeting the south market . The tagline of Hajmola " Hazm Sab, Chahe Jab" will not be understood by most South Indians. The brand is also not being promoted heavily in this market. One reason can be that the taste of Hajmola may not suit the South Indian Palate.

Like the Chawanprash market , the digestive market also feels the issue of stagnation. The endorsements by celebrities and the heavy spending are the only way out for brands facing such stagnation issues.

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source: dabur.com, agencyfaqs,businessline,magindia,domainb