Dabur Vatika - Tapping The Premium Hair Care Segment

Dabur has executed an in-store activity to promote its new olive oil brand'Dabur Vatika Enriched Olive Oil', a premium product in the hair oil category. The in-store branding initiative not only showcases the product but is also building awareness among the target audience of the benefits of the product. The in-store branding kicked off in Lulu hypermarket in Kochi for a two-month duration. Fourth Dimension India has designed and executed the in-store display.

Fourth Dimension India was called upon to come up with a solution for dispensing the product in select outlets, keeping in view the fact that the brand was introducing an olive oil hair product for the first time in India. The research, concept and design team subsequently came up with insights that the most tangible aspect other than the product itself was its packaging and the flip open cap -- a first for Dabur. 

Additionally the insight was to create awareness of olive oil's health benefits, more so as a hair care product.  The design team thereafter worked on creating maximum visibility for the product inside stores. For this, larger-than-life product images were used. The design also ensured healthy availability of the product in the dispenser. The colour schemes were chosen not to overpower the product but to accentuate it.   The materials used were wood, metal and acrylic. Even the design also has a leaflet dispenser detailing the product benefits.

"Launched as the first ever olive hair oil, Dabur Vatika Enriched Olive Oil is positioned as a premium offering. Hence, modern trade has been looked at as providing an ideal launch pad for the brand. Emphasis was on educating the customer about the merits of olive in giving shiny, silky and youthful hair,” says Ashish Kapoor, Channel Development Manager, Dabur.