Dabur has launched Miswaknama, a digital-first influencer initiative for Dabur Meswak toothpaste that traces the cultural and traditional use of Miswak across India.
The campaign features regional travel creators documenting journeys across five regions of the country to explore the presence of the Miswak tree and its association with natural oral care practices. The content is primarily being distributed on Instagram.
Through the initiative, the brand aims to introduce the ingredient to younger consumers while highlighting its historical role in oral care traditions. Creators share local landscapes, interactions with communities, and insights into how Miswak has been used in everyday routines.
The campaign has been executed by Mixed Route Juice.
Watch the mashup video here: www.instagram.com/reel/DVtJg9FAyTG/
Commenting on the initiative, Prashant Agarwal, Marketing Head – Oral Care at Dabur, said, “With Miswaknama, we wanted to highlight the cultural heritage behind Miswak and introduce its story to a new generation of consumers. By collaborating with regional creators and exploring different parts of India, the initiative brings the legacy of Miswak closer to audiences in a format rooted in travel and culture.”
Amrita Sharma, Founder of Mixed Route Juice, added, “The idea was to present the ingredient through a cultural journey. By combining travel, local narratives and wellness, the campaign allows audiences to engage with the heritage of Miswak through influencer-led storytelling.”
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