iCubesWire bags influencer marketing mandate for Dabur in Mena 


Global audience ad tech platform iCubesWire has secured the influencer marketing mandate for Indian FMCG brand Dabur in the Mena region.

Under this mandate, iCubesWire will tailor its content to the regional needs.

The influencer marketing campaigns for Dabur will concentrate on hair care and skin care categories.

Founder and CEO of iCubesWire, Sahil Chopra, said: “We are truly honoured to collaborate with an esteemed brand like Dabur. 

“In an age where brand narratives can often get lost amidst digital noise, we aim to harness the trust Dabur has built over a century and amplify it using our cutting-edge influencer and content production strategies. As we move forward, we are committed to delivering campaigns that resonate and create lasting impressions in the targeted markets.”

Dabur has been broadening its product portfolio, focusing intensively on its operations in the Middle East.

Head of digital and e-commerce at Dabur, Pravin Kumar, said: “At Dabur, we have always been at the forefront of innovation and consumer engagement. Partnering with iCubesWire ensures that we extend this ethos into the realm of influencer marketing. 

“We are hopeful and confident that this collaboration will not only help us penetrate deeper into our target markets but also build authentic and enduring relationships with our consumers. Our primary objective remains to craft genuine narratives around our products and foster trust.”

FMCG e-commerce sales are continuing to grow steadily across the Middle East, according to research by consumer intelligence company NielsenIQ.