Dabur
Brewing a Premium Identity: Dabur Vedic Chai’s Digital Debut Through Influencer Collaborations
01 ABOUT
With a heritage spanning over 138 years, Dabur India Ltd. is one of the world’s leading natural and Ayurvedic consumer goods companies. From humble beginnings in 1884, the brand has grown into a transnational giant offering healthcare, personal care, and food products trusted across generations.
In 2023, Dabur entered uncharted territory — the premium tea category — with the launch of Dabur Vedic Chai. Rooted in Ayurveda yet designed for the modern palate, the product was made available exclusively on India’s homegrown e-commerce marketplace.
This move was Dabur’s attempt to blend its Ayurvedic credibility with the aspirational, wellness-driven lifestyle sought by millennials and Gen Z.
02 Challenge
Despite its legacy, Dabur faced steep challenges in making Vedic Chai a recognized player in the premium tea space:
- Established Competition – Competing with iconic tea brands already deeply embedded in consumer homes.
- No Prior Awareness – As a new entrant, Vedic Chai had zero visibility in the premium beverages market.
- Influencer Inexperience – Dabur had never executed influencer-led campaigns at this scale, making creator partnerships difficult to identify and manage.
- Digital-First Launch – Selling exclusively online meant the brand had no offline push to fall back on.
In short, Dabur needed to carve out an identity in a saturated market through fresh, digital-first storytelling.
03 Our Approach
BloomX designed an influencer-first PR campaign that captured Dabur’s Ayurvedic credibility while weaving Vedic Chai into modern lifestyle storytelling. The strategy was executed in phases to ensure the brand launch built authenticity, recall, and digital buzz.
Influencer Collaboration
To establish Vedic Chai as a lifestyle choice, we needed credible voices that audiences already trusted. We curated influencers from diverse niches to reflect inclusivity and appeal to different audience groups.
- Partnered with JafryEats to highlight taste and food pairing.
- Collaborated with Timssy Vats for bold youth-focused storytelling.
- Engaged Lovely Sharma to tap into aspirational lifestyle audiences.
- Onboarded Aquibr for humor-led and quirky narratives.
Each creator presented Vedic Chai as part of their daily ritual, making the brand feel organic, premium, and relatable.
Content Formats
The campaign focused on delivering engaging content across short-form and lifestyle-led placements. The goal was to keep communication native, scroll-stopping, and authentic.
- Produced Instagram Reels & YouTube Shorts to drive quick visibility.
- Showcased lifestyle integrations, e.g., morning chai, conversations, or relaxation routines.
- Allowed influencers to use their own tone of voice, avoiding scripted delivery.
This created a library of engaging content that connected with both millennial and Gen Z audiences.
Premium Positioning
While Dabur’s Ayurvedic roots offered credibility, the campaign also needed to position Vedic Chai as a premium entrant in the tea category. The storytelling blended wellness, sophistication, and heritage.
- Highlighted the Ayurvedic authenticity of Dabur as the backbone of the product.
- Framed Vedic Chai as a luxury lifestyle choice for health-conscious, aspirational consumers.
- Ensured every content piece reflected a balance of tradition and modernity.
This helped Dabur differentiate itself from mass-market tea brands and create a distinct premium identity.
Results
04 Conclusion
For Dabur, Vedic Chai wasn’t just a new product — it was an experiment in premium positioning through influencer-led storytelling. By collaborating with relatable creators, crafting authentic narratives, and amplifying content across platforms, BloomX helped Dabur break into a fiercely competitive market.
The campaign proved that even a 138-year-old legacy brand can reinvent itself digitally, building not just awareness but also relevance among a new generation of consumers.
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