Dabur Herb’l Charcoal Toothpaste has launched its maiden ad film in India. Conceptualised by Ogilvy, the film showcases the unconventional way of getting sparkling white teeth using black toothpaste.
The ad film, which targets Millennials and Gen Z, highlights how its Herb’l Charcoal toothpaste, made of activated charcoal, can get rid of plaque, stains, and bad breath
The ad film, which targets Millennials and Gen Z, highlights the importance of activated charcoal for oral health and claims that its Herb’l Charcoal toothpaste can bid adieu to plaque, stains, and bad breath.
Binit Kumar, Category Head – Oral Care, Dabur India Limited, said, “Dabur Herb’l Charcoal is completely new addition to the portfolio and we felt that since it’s a paste for the new age consumers we should have some fun with the communication so that it makes the point as well as connects with the audience. What we had at the end was a commercial which we hope breaks the norms and gets a bright smile on the consumer’s face, though it not being a white toothpaste.”
Ritu Sharda, Chief Creative Officer, Ogilvy India, said, “The legacy of Dabur is celebrated across the country and this campaign for Dabur Herb’l Charcoal Toothpaste is a testament to the progressive nature of the brand. The new #BlackForWhite concept challenges the conventional approach to advertise a toothpaste. The aim was to disrupt the stereotype and make a black toothpaste the new normal for youngsters.”
Watch the film here:
CREDITS
Client: Dabur India Limited
Agency: Ogilvy India
Brand Team: Abhishek Jugran, Harkawal Singh, Binit Kumar, Rohit Matta
Creative: Ritu Sharda, Murtaza Said, Preeti Koul Chaudhary, Reynold Anthony, Vinay Sharma, Upasana Som
Account Management: Prakash Nair, Pawan Bhatt, Pulak Bhattacharya, Soumyabrata Banerjee, Ritwik Kandpal
Planning Team: Rohitash Srivastava, Anupama Yadav
Production House: Kinetigra Media and Productions
Director: Tushar Yadav Producer: Vijay Chauurrasiya, Srijani Saha
