Dabur presents Hajmola Mr. Aam in a 360-degree campaign featuring Kartik Aryan

Hajmola has added a new variant to its portfolio: The tangy Mr. Aam flavour with our favourite and nostalgic flavour, raw mangoes. To promote the launch and raise awareness, the brand has roped in the Bollywood actor Kartik Aaryan, who is known to have a strong youth connect, mass appeal and a captivating personality, emerging as a youth icon of India.

With Hajmola’s brand ambassador Kartik Aryan onboard, taking the role of a journalist in the campaign for ‘Kacche aam ka flip, kar de muh unzip’, the TVC showcases the Indian political landscape delivering its quirky message. Hajmola throws its hat in the ring with a tempting new challenger – Mr. Aam! This tasty treat packs the iconic Hajmola punch with a tangy flip of Kacha Aam, where Kartik Aryan exposes the hilarious lengths politicians will go to for a taste of Mr. Aam. As secrets spill faster than one can say “chatpata” in this witty and topical ad, perfectly timed to tickle viewers’ funny bone and taste buds. It’s a laugh riot with Hajmola Mr. Aam stealing the show and secrets.

To amplify its reach, the brand has planned a 360-degree approach with TV, print, digital extensions, outdoor, radio campaigns to seed in the central thought behind the campaign and make viewers aware about the unique taste of Hajmola Mr. Aam.

To further build a buzz surrounding the launch, the brand leveraged Aryan’s social media following, piquing people’s curiosity. The post surrounding the launch of Mr. Aam not only garnered a huge engagement but also gained positive comments way before the launch of its main ad campaign. 

Talking about the brand’s new campaign, Mr. Ajay Singh Parihar – Marketing Head- Healthcare OTC, Dabur India Ltd said “Hajmola has always been about its unique taste and flavours. We are very excited to launch “Hajmola – Mr. Aam” with Bollywood’s leading face – Kartik Aryan. The campaign aims to bring out the chatpata flavour of the product and the magic it does where one would do anything to get their hands on Hajmola Mr Aam.”

With wittiness at the core of its marketing strategy, Hajmola’s new campaign strikes a chord with consumers, creating high visibility and recall value.