MUMBAI: There is a popular perception that fruit drinks are far more healthier to consume than colas which some would say rot the teeth! In order to strengthen message that its Real fruit drink is high on the nutrition value and reality scale, Dabur Foods has launched a television commercial (TVC) based on consumer feedback. The media spend on the campaign is Rs 30 million. The TVC was been created by Dhar and Hoon and shot in Australia.

The TVC is airing on channels such as Star Plus, Sony, Discovery Channel, Cartoon Network, Sun TV, Zee TV, Zee Cinema, ETV Bangla, ETV Kannada. Real Fruit Juice is the flagship brand of Dabur Foods. The message that Dabur aims at conveying is Real tastes like eating a fruit.

The focus of attention in the 25 second commercial is your typical smart alec kid who knows exactly what he/she wants. While drinking the product the kid sees that his mirror reflection is eating an orange. The message that the taste of the two are basically one and the same is thus conveyed. The kid is not forced to drink it. Equally important is the fact that his mother approves of his taste preference and keeps 100 per cent preservative free Real Fruit Juice at home.

Commenting on the new TVC, Dabur Foods Sanjay Sharma head of marketing said: "Real tastes like eating a fruit - and this has been our biggest advantage. Real Fruit Juice is the preferred juice among health-conscious families. Our new TVC reiterates this value proposition and drives home the core benefit of our brand. During the hot summer months, we expect to attract more consumers to our brand through initiatives like the new TVC, on ground promotions and offers."

Dabur has stated that research conducted by Blackstone Market Facts found that Real was preferred by over 50 per cent of the respondents as compared to 39 per cent for other competing brands. The key differentiator for Real from the competition was its natural taste.

Dabur Foods CEO Amit Burman said:"This year, we relaunched Real to realign the look and feel of the brand more closely with its benefit i.e. Real tastes like eating a fruit. Phase 1 focused on introducing Real in new, vibrant and international look to maximise drool appeal. This is followed by advertising campaign and on-ground promotions to position Real as a healthy beverage."