Dabur Chyawanprash’s #AndarSeStrong tells ‘after the sport’ tale of athletes

Delhi: Dabur, a science-based Ayurveda company, has launched the “AndarSeStrong” campaign under its brand, Dabur Chyawanprash. 

This was ideated and brought to life by The Bridge, a digital sports media house.

The campaign aimed to give a front-row view of how athletes outside cricket go about their day. A variety of top athletes from kabaddi, athletics, hockey and boxing were a part of this campaign, sharing their lives and routines.

The campaign featured a line-up of athletes like Tokyo Olympics Bronze-Medallist Mandeep Singh and Asian Games 2023 Silver-Medallist Jyothi Yarraji. 

Dabur Chyawanprash gave 3 documentaries as a part of the campaign at the grassroots level. The documentaries spotlight organisations like Bhiwani Boxing Club and One Thousand Hockey Legs that work to identify talents in marginalised communities and give them access to training and excelling in sports like Boxing and Hockey. 

Rakesh Tahiliani, AGM Marketing - Health Supplements, Dabur India, said, “We are committed to supporting the aspirations of Indian athletes at all levels. The ‘AndarSeStrong’ campaign, featuring Olympic athletes and Pro Kabaddi League players is a testament to our belief in the power of inner strength and resilience. By bringing organisations like One Thousand Hockey Legs and Bridges of Sports Foundation into the spotlight, we aim to inspire individuals to unleash their potential and pursue their passion for sports.”

Arshi Yasin, Founder and CEO, of The Bridge, said, “We are proud to conceive & execute this campaign that aims to celebrate diverse sports like Kabaddi, Hockey, Athletics, Boxing, etc. As a responsible media house, we must educate the masses and raise awareness by bringing out such stories to the forefront. There wouldn’t have been a better brand than Dabur to collaborate with on this idea.”

She added, “Since this is an Olympic year, it becomes imperative for us to strengthen such storytelling to garner interest and engagement among the audience.”