Ayurvedic or traditional Indian OTC medicines have been the focus of Dabur for more than a century and a half. Dr SK Burman mass-produced ayurvedic medicines that could be purchased without a prescription back when people couldn’t afford healthcare or medications.<\/p>\n\n\n\n
Reformulated from an Ayurvedic digestive churna called ‘Kshuddha Bardak Churna,’ Hajmola was officially launched in 1978 and marketed under the same name ever since. By simply repeating its tagline for years, it highlighted its basic premise of \u201cfun, taste and digestion,\u201d as well as the benefits it provided (tastes good, provides instant relief). The popular phrase\u00a0“Hajma ki Goli” inspired the name of Hajmola. Dabur became the first company to market and distribute branded digestive tablets.<\/p>\n\n\n\n
The then Indian cricket captain Kapil Dev appeared in an 80s Hajmola commercial in which he discussed the sport and revealed “Ye Baat Kuch Hajam Nahi Hui.” The intention was to establish Hajmola as the preference for digestive issues by using a celebrity.<\/p>\n\n\n\n
However, it was another simple campaign in 1989 that propelled Hajmola to the top of the charts in terms of popularity.<\/p>\n\n\n\n
The brief was simple – create awareness for both the product and the brand.\u00a0 There were still several churanwallahs selling them on the street, especially near schools. It was Dabur’s goal for the creative was to portray some of the naughtiness that youngsters have, while also having a teacher’s involvement in the brand relationship. The goal was to leverage the strict environment of boarding schools to provide a playful spin to the whole notion.<\/p>\n\n\n\n
At the time, Ulka was in charge of the account, and it was Bal Mundkur who came up with the idea.\u00a0Girish Ghanekar wrote the script and directed the film which starred his two kids Dhruv and Joy along with their uncle Arun Pange as Masterji.<\/p>\n\n\n\n