Dabur Herb’l Charcoal Toothpaste announced the launch of its new campaign targeted at Millennials and Gen Z.
Conceptualized and created by Pulp Strategy Communications, the campaign questions the myth around the colour black and brings alive the product’s ability to add strength, positivity, growth and sparkling white teeth. It also highlights how Dabur Herb’l Charcoal toothpaste, made of activated charcoal, gets sparkling white teeth.
Watch the film here:
Dabur India, Category Head-Oral Care Binit Kumar, said, “Our creative approach is rooted in consumer insight. Dabur Herb’l Charcoal Toothpaste is a new product and is uniquely positioned for the intelligent and informed young consumers who understand the benefits of science and tradition, equally. Black as a colour for toothpaste is a pivotal shift, breaking more than a few old norms. We believed that addressing this honestly will enable us to get across the message about the strong advantages of Black for White.”
Ambika Sharma, Founder Pulp Strategy Communications, said, “This campaign is especially close to our hearts because of the soft power it demonstrates in questioning the norm. Through the power of storytelling, we have the ability to not only inform and educate, but to inspire and transform.”
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