The document outlines a communication agenda for launching Pran Honey, focusing on its natural qualities and positioning it against market leader Dabur Honey. It emphasizes the medicinal benefits of honey while targeting health-conscious parents who are concerned about their children's fast food habits. The proposed campaign aims to create a distinct brand identity by contrasting healthy and unhealthy lifestyles through engaging imagery and messaging.

1. Communication agenda:
Intriguing idea & Collaterals for
Pran Honey Launching
Communication
Deliverable as per brief:
Creative Idea/Packaging/Press Matters – 6Col X
4”, 4Col X 4”, 8Col X 20” and 5.5” X 9”/Mini Sales
Festoon – 1’ X 2’/RDC Concept

2. Product in a brief:
Honey is honey, it’s just that simple. A
bottle of pure honey contains the
natural sweet substance produced by
honey bees from the nectar of plants or
secretions of living parts of
plants. Nothing else.
Pran Honey:
Available SKU: 35gm/295gm
gm/390gm/500gm in GB
Price: Yet to be decided
Market Leader: Dabur , selling yearly
approx. a market share of 200 ton

3. Let’s have a look on
the market leader
communication
Dabur Honey: presence in
50/100/250/500/1 kg
Recently launched in
convenient, easy-to-use
squezee pack of 400gm
Brand Advantage
Honey has been used for its medicinal and therapeutic value for centuries in India. Dabur India Limited saw the potential of
honey beyond its remedial value, helping every household imbibe the goodness of this natural wonder liquid in their day-to-day
life
Dabur Honey launched as a food product
Largest player in the branded honey market, commanding over 75% of the total share in Indian market
Recently launched in convenient, easy-to-use squezee pack
Focusing on promoting food-led usage

4. Quality Advantage
As the largest player in the branded honey market, Dabur has the back-up of widely
spread sourcing and stringent quality control measures
Dabur honey sourced selectively from the Himalayas, the Nilgiris and the Sunderbans
forests
Collection process follows stringent quality checks to ensure even raw unfiltered honey
is of best quality
Raw honey is filtered & cleaned of impurities such as dust, pollen and wax at state-of-
the-art facilities
Entire process is mechanized and untouched by hands to ensure hygienic conditions
Dabur Honey conforms strictly with all statutory requirements of Agmark, the PFA and
international norms for purity
Dabur Honey scored the highest on the main parameters of honey purity in a recent
analysis of all Indian branded and unbranded honey
ASHCO Certification for Quality
Dabur Honey ranked 'Best Buy' by CERS (Express News Service, Ahmedabad, December
26)
HACCP certification

5. Dabur Honey communicational perceptions
Perusing the belief of staying fit and feel young
Endorsement of Celebrity like Amitav, Shilpa Shetthy, Bipasha Basu
Healthy and Tasty
Recently saying that Honey is a replacement of Sugar

7. So what else we can convey?
What can be the best captivating Idea to adopt?
Like the market leader, we also do emphasize the Pran Honey as a product of
nature and convey the phenomenon of its medicinal and therapeutic value.
To be distinguishable from the competitor we like to target the parents of the
fast food generations who all know the honey benefits but forget to keep it
in their daily menu.
Who are habituating to spend time in fast food chain shops and letting their
children grown up like a chicken brought up in a farm!
To create a punch, we need a degree of difference to establish the disparity
between an obsessed and a healthy generation.
For imagery, we depict the obsessed generation is a Toy/Doll and the healthy
is a candid one.
And we say:
Proposition: Natural power vs Obsessity
Positioning: Don’t be Doll, be a Girl/ Don’t be a Toy, be a Boy.

8. Here is the `simplified Big Idea’

11. Thanks for
your time and consideration