Josh, Dabur Red Paste get over 462 million video views in new campaign

Josh, an India-based short-video app, has concluded the #SwitchToDaburRedPaste campaign launched in collaboration with Dabur India Limited, the science-based Ayurveda major, on the Josh app. The campaign was launched to enable Dabur to interact with their users in an engaging manner while also creating product awareness amongst the target audience.

Effectively executed, the campaign’s brand lift studies showed significant increase in brand recall.
Effectively executed, the campaign’s brand lift studies showed significant increase in brand recall. Photo courtesy: Josh

Conceptualised as a hashtag challenge to garner maximum user engagement, the campaign was designed in-tune with Dabur’s TVC starring famous Bollywood actor Amitabh Bachchan. The short-video campaign captured the brand’s proposition of combining modern science and traditional Indian Ayurveda to create effective and authentic products for the Indian consumer. This was effectively conveyed by incorporating the avatars portrayed by Amitabh Bachchan in the TVC – Mr Gyan and Mr Vigyan – in the official soundtrack of the campaign. Furthermore, a branded filter and customised choreography was also created by Josh to draw attention to the various features of Dabur Red Paste. To enable a wider reach, top creators on Josh such as Shivani Kapila, Vinay Kanth, Dipti Sharma and Kishor Paul kickstarted the campaign on Josh.

"Through our collaboration with Dabur for the #SwitchToDaburRedPaste campaign, we have been able  to curate an immersive and engaging brand experience while also creating product awareness. This campaign is yet another example on the effectiveness and need for brands to include short-video content in their marketing strategies,” said Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation

“We gained valuable insight into the effectiveness of short-form video marketing while working with Josh on the #SwitchToDaburRedPaste campaign. The campaign's results demonstrate the power of emerging short-video format in fostering significant brand interactions especially among the younger audience to establish a more genuine and meaningful connection” said Mr Harkawal Singh, Marketing Head-Oral Care, Dabur India Ltd.

The campaign was a massive success, recording over 462 million video views, more than 4.4K user-generated contents, and over 34.8 million hearts, garnering a total reach of more than 37.2 million. Furthermore, brand lift studies conducted showed that there was an increase in brand and ad recall as well as a significant increase in brand preference following the campaign.