Dabur Chyawanprash’s recent print advertisement grabbed attention for its bold health claim that consuming two spoonfuls daily can protect your lungs from smog. The campaign sparked controversy as it was strategically placed just below the Air Quality Index (AQI) update in the Delhi/NCR region, which is known for severe air pollution, especially after Diwali.
This placement sparked a debate about the effectiveness of contextual advertising and how brands align with environmental and health narratives.
Amit Garg, head of health supplement marketing at Dabur India, said this is not the first time the company has touted the benefits of Chyawanprash in relation to smog. For the past 5-6 years, the brand has been highlighting how Chyawanprash can support immunity, especially in view of the air quality issues in the Delhi-NCR region.
“Chyawanprash contains over 40 herbs. Amla and shatavariknown for its antioxidant, anti-inflammatory, and immunomodulatory properties. These antioxidants help neutralize harmful free radicals in the body, reducing the negative effects of pollutants such as PM 2.5 particles. Chyawanprash’s natural ingredients reduce inflammation, support lung health, and provide immune protection against the harmful effects of these particles. Although it is not a substitute for other preventive measures such as wearing masks, Chyawanprash helps strengthen the body’s defenses,” he says.
On whether consumers or media publications have expressed concerns regarding this advertisement and most importantly the brand’s claims, Garg said Chyawanprash has been around for generations and has been shown to boost immunity and improve respiratory health. He added that it is trusted to prevent system problems. Consumers are well aware of its benefits against common ailments such as coughs and colds, and know that it supports overall respiratory health.
Advertising Standards Council of India (ASCI) CEO and Executive Director Manisha Kapur confirmed the existence of the print ad and said ASCI would investigate the veracity of the claim and had already written to the advertiser. I told him. The evidence will be reviewed by the company’s experts and a jury.
She added that consumers naturally prioritize their health and the well-being of their families and do everything they can to make safe choices. Brands that can offer real benefits can support consumers in this effort.
“As highlighted in the ASCI Complaint Report, healthcare advertising ranks among the top offenders, with 1,569 ad complaints processed last year. Misleading health claims are dangerous. “This is especially dangerous when advertising promotes unproven benefits, as we have seen during the COVID-19 pandemic,” she says.
Prathap Suthan, managing partner and chief creative officer at BangInTheMiddle, supports Dabur’s ads and says making Dabur Chyawanprash’s ads subject to AQI checks is a great example of context-driven marketing. Masu.
We are not introducing new claims or seasonal gimmicks. Instead, we rely on proven products in settings that feel naturally relevant.
He believes the two spoonfuls of advice is what the brand has always said: “Remember vaguely.”
“In the same way that ads for cold medicine when it’s raining, or lotions for dry skin as soon as the winter chill sets in, this appeals to our basic human instincts. Threat. When we remember, we seek protection. Air quality has now become another ‘seasonal’ issue, and seeing Double Chyawanprash in this context is both timely and familiar. It feels like something. What makes this different from the more ephemeral, surface-level appeal of moment marketing is that Dabur Chyawanprash is not a reactive product. “This is not some new ‘anti-pollution’ method created to jump on a trend and make money,” Susan explains.
According to him, Dabur Chyawanprash in this context is not an opportunist but a reassuring person. It is a reminder that amid all the noise and the flood of short-lived “cures”, some things are still firmly anchored in true and lasting purpose.