Dabur Red Toothpaste has launched ‘Desh Ke Lal’, a campaign focused on young Indians and their attitudes towards self-expression, choice and success.
The campaign is anchored by an original anthem featuring the refrain, “Yeh hi toh Desh Ke Lal hain.” The song uses contemporary youth culture and humour to highlight themes including questioning, speaking up, taking responsibility and defining success on one’s own terms.
Speaking about the campaign, Prashant Agarwal, Head of Marketing - Oral Care, Dabur India Ltd, said, “For a brand like Dabur Red, which has built a strong connection with Indian consumers over the years, staying relevant across generations also means continuously understanding how evolving consumers think and express themselves. This new ‘Desh Ke Lal’ campaign featuring youth brings that philosophy alive. The confidence to challenge, speak up and choose your own path is at the heart of this new generation consumer. That's exactly why we are celebrating through this video on Independence Day. And the hook-step challenge gives people a way to make that belief their own.”
The campaign extends to Instagram through the ‘Pass the Desh Ke Lal Hook Step Challenge’. Participants recreate the anthem’s signature hook step, tag Dabur Red and nominate another person to continue the challenge. The format is designed to encourage user-generated content, with participants able to add their own interpretation to the choreography.
Saarthak Juneja, Creative and Director, Co-founder, Kandid Kanvass, said, “When we started ‘Desh Ke Lal’, we kept coming back to one question: who are the Desh Ke Lal today? We realised it’s not about what they do. It’s about how they think. They question. They speak up. They use humour to say what they mean.Their choices and definitions of success are their own. So we wanted the song to have their vibe, and not like a brand talking to them. The hook step gives everyone an action, something to ‘do’ instead of just passively consuming.”
Conceptualised and executed by Kandid Kanvass, the campaign combines an anthem-led film with the social media challenge. Dabur Red will amplify the campaign across its digital and social media platforms.
