Dabur Chyawanprash’s newspaper ad linked to AQI sparks debate: Is the health claim Misleading?

The recent newspaper commercial, which promotes Chyawanprash by Dabur displaying its health benefits, has captured public attention. The ad was placed amid the daily air quality reports of the heavily polluted capital Delhi and NCR, saying that ‘two spoons of Chyawanprash a day will help keep your lungs protected, especially in the post-Diwali pollutants’ which is the smog.

This has raised questions on whether it is deceptive or simply excellent promotion. Amit Garg, the Head of Marketing for Healthcare at Dabur, believes the assertion. He states that Chyawanprash has more than 40 other ingredients, including two of the main ones, Amla and Shatavari, that help fight off infections and also help manage any associated swelling. The herbs are rich in antioxidants, which protect the body by eliminating free radicals, which are detrimental and are produced as a result of pollution. Nevertheless, he states that this should not be interpreted to mean that one does not have to wear a mask.

The Advertising Standards Council of India will find out if the claims by Dabur are correct. Head of ASCI Manisha Kapoor states that there are no issues with presenting health benefit claims, but not in a false way in the health care sensitive areas. Before any ad is allowed to be run, claims made in it will be supported by proof experts will look at the truthfulness or otherwise of the evidence presented.

The ad is good contextual marketing as it exploits the instinct of the people to seek shelter in the presence of pollution. People will continue to move the campaign along, and there will be an assessment of whether the ad presents a compelling argument for why someone who is interested in health cures for the product would use it in a reasonable manner.

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Let’s go through several benefits of creative newspaper advertising:

More Noticeability and Impact:

Creative ads manifest eye-catching designs and formats that are unique in nature and, hence, are more noticeable with a strong impression and high message retention.

More Engagement:

Engaging visuals and interactive elements, coupled with compelling stories, draw readers into the ad and encourage them to spend more time with the ad and do something about it.

Different from Competition:

Innovative and different advertising segregates a brand from others and delivers a value different from others, thus strengthening brand identity.

Better Brand Perception:

These creative ads help communicate the messages of innovativeness and sophistication; hence, the brand's reputation and customer brand loyalty are enhanced.

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