New Delhi: Dabur has launched Miswaknama, a digital-first influencer-led initiative for Dabur Meswak Toothpaste that takes audiences on a cultural journey across India to rediscover Miswak, the natural ingredient traditionally associated with oral care.
The initiative blends travel, culture and wellness, with regional creators exploring the legacy and presence of the Miswak tree across different parts of the country. Through the campaign, the brand aims to introduce Miswak to younger consumers and position it as a relevant natural ingredient in contemporary wellness conversations.
In its first phase, Miswaknama travelled across five culturally diverse regions of India. Regional travel influencers documented their journeys while exploring local landscapes and traditions and tracing the role of Miswak in natural oral care practices.
The stories were primarily shared on Instagram, where audiences followed the creators as they navigated different terrains, interacted with local communities and uncovered the heritage of Miswak in everyday life. Each journey offered insights into how traditional ingredients continue to remain relevant in modern wellness routines.
With Miswaknama, Dabur Meswak aims to move beyond conventional ingredient storytelling by presenting Miswak through the lens of travel and culture. The initiative highlights the connection between nature, tradition and oral care while making the narrative more engaging for younger, digitally native audiences.
By collaborating with regional storytellers, the brand combines authentic travel experiences with wellness education, encouraging audiences to rediscover ingredients that have been part of traditional oral care practices for generations.
Speaking about the campaign, Prashant Agarwal, Marketing Head – Oral Care, Dabur, said, “With Miswaknama, we wanted to move beyond conventional ingredient communication and celebrate the rich cultural heritage behind Miswak. For generations, Miswak has been associated with natural oral care traditions, and through this initiative we aim to rediscover and share its story with a new generation of consumers. By collaborating with regional creators and exploring different parts of India, we are bringing the legacy of Miswak closer to audiences in a format that is engaging, authentic and rooted in culture.”
Explaining the campaign execution, Amrita Sharma, Founder of Mixed Route Juice, said, “With Miswaknama, the idea was to transform an ingredient story into a cultural journey. By bringing together travel, local narratives and wellness, we created an influencer-led storytelling format that allows audiences to experience the heritage of Miswak in an immersive way. Partnering with regional creators helped us capture authentic perspectives while building a narrative that resonates with today’s digitally native consumers.”
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