MUMBAI: Dabur Red Paste, an Ayurvedic toothpaste brand launches #SwitchToFluorideFree campaign on World Oral Health Day. The month-long campaign aims to start a dialogue and sensitise the Indian population about the adverse effects of consuming further fluoride through toothpastes in Fluoride endemic regions of India.
The campaign will travel multi-cities to start a nationwide dialogue on oral health care and the ingredients we often tend to ignore while using oral care products. The campaign will highlight the real truth behind how and why fluoride became a ‘hero’ in the oral care industry and bust myths on what it actually entails.
Dabur India has entrusted Mixed Route Juice, a Delhi and Bangalore based marketing agency to design and execute the brand campaign. The campaign has been brought to life with influencer engagements, on ground activations, informative articles and videos.
Abhishek Jugran, VP marketing (Home & Personal Care) said, “With this campaign we aim to drive awareness towards a crucial but oftentimes concealed issue. Our goal is to ensure that consumers make informed choices for themselves that will automatically lead to a healthy population. We are also aiming to shake up traditional marketing beliefs with this campaign. Everything that works for the international market isn’t in the best interest of Indian Markets.
“Our products are centered around effortlessly plugging in the need gaps in Indian markets with Natural Ingredients that have been tried and tested over years. Our call out to our consumers is simple. Read up, research and make independent informed choices.”
Amrita Sharma, founder, creative director, Mixed Route Juice said, “At MRJ, we are all for meaningful, purpose driven communications. We are grateful that this opportunity came our way and we could add Dabur and the product Red toothpaste in particular to our portfolio. We’ve used a mixed media touch-points approach where digital becomes a central pillar, on-ground activations driven in priority markets to spread awareness and influencers as media vehicles for driving conversations.”
