Building on the momentum from its ‘#SwitchToFluorideFree’ campaign, Dabur Red Paste has taken a next step in its campaign to raise awareness about excessive fluoride exposure. The campaign encourages consumers across India to rethink what's really in their toothpaste and make an informed switch to fluoride-free alternatives, challenging several industry giants in the process.
It also aims to educate Indian households on the potential risks of excess fluoride exposure, especially through daily oral care products like toothpaste.
“As a brand that has always believed in offering natural, safe, and effective oral care solutions, we felt it was our responsibility to bring this issue to the forefront #SwitchToFluorideFree is more than a campaign, it’s a public health message, urging families to check their toothpaste labels and make the informed choice towards fluoride-free alternatives like Dabur Red Paste,” said Prashant Agarwal, Head of Marketing, Oral Care, Dabur India.
Influencers from regions most affected by high fluoride in groundwater, such as Uttar Pradesh (UP), West Bengal, Maharashtra, Telangana, Tamil Nadu and Odisha shared contextualised content about the fluoride report, encouraging viewers to “Flip the Pack” and look for safety instructions like “Do Not Swallow”.
To execute this campaign, Dabur Red Paste partnered with creative and digital agency Mixed Route Juice to build a full-scale brand movement combining regional influencer storytelling, animated explainer videos, carousel education posts, search engine optimization (SEO), search campaigns and purpose-led positioning.
“Our goal was to bring empathy and urgency to a silent issue hiding in plain sight. By combining public data, Ayurveda’s relevance, and influencer-led narrative, we made the science accessible and the solution obvious. This is the kind of real, meaningful story-telling that we delight in,” said Amrita Sharma, Founder and Creative Director at Mixed Route Juice.
