Dabur India’s toothpaste brand, Dabur Red Paste, urges families to seek Freedom from the Chautha Bandar through a DVC.
Drawing inspiration from Mahatma Gandhi’s three monkeys that taught people 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 brand 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.
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, 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.”
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