- Total annual market: INR 25,000 crores.
- Premium category: INR 2,500 crores.
- Market Leader: Rajnigandha with 80% market share.
- Differentiated product is more sustainable than differentiated communication
- Consumers of pan masala are aware of its ingredients – example whether it has magnesium carbonate or not etc.
- Pan masala is tobacco-free, but in the minds of the people, it still falls into the same bracket as cigarettes and tobacco.
- Gutkha ban (2012) & ban on plastic packaging of pan masala (2013) had an impact on the pan masala market
- Mouth fresheners market = ₹2,334 crore (2014)
- Rajnigandha @ DS group (2014) = ₹1958 crore (40% of the ₹4,894 crore turnover)
Pan Bahar, which is one of the oldest Indian brand of mouth freshener, is being owned by Ashok & Co. – Pan Bahar Ltd. (ACPBL). This company does not produce Gutka or Pan Masala.
Know More about Pan Bahar:
- It’s a unique composition of Betelnut, Lime, Catechu, Cardamom seeds, sandal wood oil, Kewara and many rare flavouring substances.
- It’s made with state-of-art technology for cleaning, cutting, drying and blending with an age-old secret formula & then flavour+quality is preserved using high-tech packaging.
Famous International actor Mr. Pierce Brosnan has played James Bond in Golden Eye, Tomorrow Never Dies, The World Is Not Enough and Die Another Day.
He had earlier appeared in Indian suiting brand ‘Reid & Taylor’ and is now endorsing Pan Bahar Pan Masala.
It’s said that ‘Form is temporary but Class is permanent’.
What ACPBL is trying to achieve through ‘Pan Bahar-Brosnan’ advertisement?
- To increase the consumer base of Pan Bahar who believes in sophistication, suavity and success….which resonate with image of Mr. Brosnan.
- If ACPBL had taken Mr. Amitabh Bachchan or Mr.Hrithik Roshan in place of Mr. Brosnan, then will it have the same effect on the Pan Bahar brand?
- To change public misperception about any ill-effects of Pan Bahar on health?
- It’s not negative addictive product?
- It is not potentially dangerous form of chewing tobacco?
- It does not have mild psychotropic effects?
- Adopting a brand promotion strategy by becoming a laughing stock?
Are you still feeling that ‘Pan Bahar-Brosnan’ advertisement is a mismatch or an Identity crisis or just a freak publicity stunt?
India is a country where people are very emotional attached to their favourite brands.
If a brand is endorsed by a known personality, then they believe that the particular celebrity use it and promises that their fan will also love it. But end of the day, it’s a million dollar question whether they endorse it from their heart or not. End of the day, an advertisement is made with tangible commercial connotation. In past, Delhi government has urged Bollywood actors not to endorse various brands of pan masala and Gutka. Some have taken it seriously and some may not bother about it.
Time will tell if ‘Pan Bahar-Brosnan’ advertisement is a successful marketing campaign or not. It will depend on the budget ACPBL is investing on this and their timelines of expected tangible impact on their sales.
What ACPBL can do technically to improve its image on health and food safety angle?
ACPBL can think of publishing following information per 100g of product (tested from CFTRI) in their main website:
- Nicotine level
- Tobacco level
- Magnesium Carbonate levels
- Total Ash %
- Acid Insoluble Ash%
- Total Aflatoxin level (ppb)
- Heavy metal levels (ppb) like Lead, Arsenic, Mercury
- Total Pesticide level %
- Pre-clinical & Clinical studies w.r.t no ill-effects to human health
- Protein %
- Fat % & Saturated fat, PUFA, MUFA & Trans fat
- Carbohydrate %
- Fibre %
- Energy (kcal)
This will not only help ACPBL to attract more consumers but also will help them to strengthen the trust factor with their consumer base. And the cost of doing this exercise will be much lesser than what ACPBL is currently spending on ‘Pan Bahar-Brosnan’ advertisement campaign. ACPBL can also think of using organic ingredients which will give impetus to the Herbal connotation.