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Tasty Sum of Forty Years
Every Indian child born in the 1990s would know how striking hajmola was. The tangerine flavor of Hajmola has been the most popular since the day it was launched. Because of its craving taste, many people keep a box containing hajmola tablets on their desks. Today, there are many products available in the market like guava, pomegranate and chaat-cola. The flavour test of the tangerine is still intact.
The history of Dabur is also very interesting. It is a century old brand that supported Indian Ayurveda and made products. When the average person was not able to spend money on healthcare, people could buy Dr. S. K. Berman’s Lokbhogya Ayurvedic Tablets without a doctor’s prescription. KV tablets for digestion were named as Hazmola and later, it was dynamically branded with the same name. At this time, in 1978 the company decided to enter the FMCG sector.
It was decided that branding of the company must be focused on ‘Fun, Taste and Diet’. For years, the tagline of Hajmola was, ‘Chatpata swaad, zatpat Aaram.'
Kapil Dev who was dominating during the 80s, was hired for the punch-line ‘Yeh Baat Kuch Hazam Nahi Hui’. Then came a nostalgia type ad, 'Masterji Footstep' where children were shown fighting for the Hajmola. Then, Hajmola made many other comic ads with stars like Jethalal and Mallika Sherawat. Hajmola covered everyone, children as well as the elderly people.
In 2002, Hazmola's work was picked up by Law Lintas Agency in Delhi. Before that, the company was branded by Mudra Communications which was established by A.G. Krishnamurthy. So, it was necessary to do a brand makeover. Besides, till date, no known face except Kapil Dev had featured in the Hajmola ad.
So, in 2000, Amitabh Bachchan was introduced for Hajmola ads. Hajmola covered about 75 percent of the market. Eight out of ten Indians took the digestive Hajmola tablet. The hajmola was available in pouches which became its biggest selling point.
Hajmola branded with the ads like 'Hajmola Ka Chatkara Kare Khana Complete', 'Cola Ka Chatkara', 'Chatpata swad, zatpat aaram' that touched the common man. They used the media like radio, TV and railways. They also reached the city buses and the local newspaper. Hajmola reached the small villages and Hajmola became the most popular product of the country in four decades.
Hajmola alone ruled the world of taste and fun for years. Even today, no one can compete with the sweetness, fun and taste of Hajmola. Today, as a creative brand, Hajmola is also branding on digital media platforms. Consumers always keep their pockets open for brands that understand and adapt the market trends.
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