Dabur Pudin Hara has launched a new digital-first campaign titled ‘Aag Bujha Di’, reimagining musician and television personality Anu Malik‘s iconic catchphrase, “Aag laga di, aag laga di,” as a creative hook to promote its acidity relief product.
Conceptualised around a phrase that has long been embedded in Indian pop culture, the campaign places Malik’s famous line in the context of acidity and heartburn before revealing Dabur Pudin Hara as the solution. By leveraging an instantly recognisable cultural reference, the brand aims to connect with consumers through humour while reinforcing its positioning as a trusted remedy for digestive discomfort.
The campaign film initially withholds the brand reveal, allowing audiences to interpret Malik’s catchphrase in a fresh context before introducing Pudin Hara as the answer to the “aag” or burning sensation. The narrative then transitions into a catchy jingle performed by Malik, transforming the familiar phrase into “Aag Bujha Di” and extending the campaign’s recall beyond the film itself.
Rather than creating a new advertising hook, the campaign builds on an existing pop culture moment, using curiosity and nostalgia to make the brand message more memorable. The creative approach seeks to turn a widely recognised expression into a product cue, linking the feeling of acidity with the relief associated with Pudin Hara.
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Commenting on the campaign, Sriram Padmanabhan, Director – Marketing, Healthcare at Dabur, said “Pudin Hara has always been the one people reach for once a meal is done and the acidity sets in, the kind of cooling relief that has earned trust across generations. What this campaign does is give people a reason to remember it in that exact moment. Anu Malik’s line does that for us, it’s familiar, it’s fun, and it still brings the conversation straight back to the brand.”
Puru Agarwal, Creative Director at Schbang, added “Anu Malik didn’t need a new line written for him, he already owns one. ‘Aag laga di’ has stayed in people’s heads for years without a brand anywhere near it. Our job was just to find the most honest, everyday place that line could live in, and acidity turned out to be exactly that. Once we saw it, the whole campaign followed from there.”
FAQs
- What is Dabur Pudin Hara’s new campaign about?
The campaign, titled ‘Aag Bujha Di’, repurposes Anu Malik’s famous catchphrase “Aag laga di” to promote Pudin Hara as a solution for acidity and heartburn. - Who features in the Dabur Pudin Hara campaign?
The campaign stars musician and television personality Anu Malik. - What is the creative idea behind ‘Aag Bujha Di’?
The campaign uses a well-known pop culture phrase to create curiosity before revealing Pudin Hara as the remedy for the “burning” sensation caused by acidity. - Which agency created the campaign?
The campaign was conceptualised by Schbang. - Where is the campaign being released?
The digital-first campaign is rolling out across YouTube, Instagram and other social media platforms, beginning with a teaser followed by the main film.
