Dabur banks on TV stars to boost sales

FMCG major Dabur India is turning to television stars for endorsing homecare brands as it bids to make its products a 'Kahani Ghar Ghar Ki' (common household name).

The company has signed up Sakshi Tanwar, better known as 'Parvati' in the popular television soap opera 'Kahaani Ghar Ghar Kii' as brand ambassador for its toilet cleaner 'Sanifresh Shine'.

Dabur already has India's favourite tele-bahu Smriti Irani (of Kyun KiSaas Bhi Kabhi Bahu Thi fame) for endorsing its recently recently-launched hard surface cleaner brand 'Dazzl'.

"Both Smriti and Sakshi are well respected stars and symbolise a true family woman. We are confident that these associations will prove very fruitful for our home care brands," Dabur India Senior General Manager (Home Care) Girish Kumar said.

This is the first time Dabur is taking television celebrities in a big way as brand endorsers for its products.

Known for signing big-ticket celebrities like Amitabh Bachchan, Rani Mukherjee and M S Dhoni, the roping in of TV stars is seen as a strategic move to penetrate into common household.

"The move will help it to move deeper into the Indian households, where both Smriti and Sakshi enjoy huge popularity," an an advertising industry insider said, adding that it was important to identify right personalities for right products.

"It makes better sense to get television celebrities, who housewives and households in India identify as being the ideal bahu or beti," he said.