ground promotions, sampling exercises, mass media advertising, institutional promotions, public relation

activities and marketing tie-ups.

Dabur Foods Ltd. has launched a new television ad campaign for its flagship brand, 'Real' fruit juice.
According to a website report, the concept for the new TVC is based on consumer research, which
showed that consumers prefer the 'taste' of Real to all other juice brands and that 'Real tastes like eating
a fruit'.

According to the company, Real Fruit Juice commands more than 55 percent market share in the
packaged fruit juice category. The 25-second TVC has been created by Dhar and Hoon and shot in
Australia. The TVC is on air since 15th of May on prime time slots on TV channels including Star Plus,
Sony, Discovery Channel, Cartoon Network, Sun TV, Zee TV, Zee Cinema, ETV Bangla, ETV Kannada.
The media spend on the campaign is Rs. 3 crores, the report said.

Moving forward with its core taste proposition, the new ad campaign shows the life of a typical Gen X kid,
who knows what he wants, what's healthy, and has strong likes and dislikes, the report said.