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Dabur Honey and Sonu Sood’s campaign: Pure genius or a bitter ruse? – Exchange4media

A few days ago, a digital campaign by Dabur Honey caught the sharp eye of ad watchers but for reasons not so positive. It all started when Bollywood actor Sonu Sood took to Twitter to ask how one can be sure of the purity of honey as he decided to switch sugar from his diet for fitness reasons. Dabur Honey was quick to respond to this tweet and even invited Sood to experience “100% purity guarantee of Dabur honey.” What followed was a visit by Sood to Dabur Honey’s factory and a carefully curated digital film that showed the backend process of the making of Dabur Honey.

While the brand tried to portray it as an authentic moment marketing experience, communication consultant Karthik Srinivasan called it an “unnecessary ruse” in a blog post. He reasoned that the agency behind the ad is Havas, which recently worked on a brand campaign for Dabur Vita featuring Sonu Sood and also pointed out the use quotation marks in the tweet.


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