Mumbai: Dabur India Ltd.’s iconic Ayurvedic toothpaste brand, Dabur Red Paste, urges families to seek “Freedom from the Chautha Bandar” through a powerful and memorable DVC.
Drawing inspiration from Mahatma Gandhi’s iconic three monkeys that taught us to see, hear and speak no evil, Dabur Red Paste has launched a DVC, calling attention to a fourth monkey, representing the often neglected oral health problems that silently affect millions of Indians.
The film dramatises Dabur Red Paste’s mission to protect households from common yet overlooked dental issues such as cavities, plaque, gum bleeding, sensitivity, and bad breath.
Dabur Red Paste, which is now accepted by the Indian Dental Association (IDA) for its efficacy in improving oral health, uses this campaign to urge people to ‘ignore no evil’ dental problems and choose Dabur Red Paste in their fight against these dental issues. The film ends with a pledge to ‘ignore no evil dental problems’.
“We want every Indian to take a pledge of freedom from dental problems, with the scientifically proven protection of Ayurveda. By bringing in the idea of a fourth monkey, we’ve contextualised a modern-day challenge: oral health problems that continue to be a nemesis of millions of households,” said Prashant Agarwal, Head of Marketing – Oral Care, Dabur India Ltd.
The campaign was conceptualised and executed end-to-end by Mixed Route Juice, covering everything from ideation and scripting to production and distribution.
Speaking on the collaboration, Amrita Sharma, Founder and Creative Director at Mixed Route Juice, said, “The challenge was creating a narrative that truly resonated with the audience, given the significance of the cause. The ‘chautha bandar’ emerged as the perfect creative device to dramatise dental mischief in a way that is simple, relatable, and highly shareable.”
