Ayurvedic toothpaste brand Dabur Red Toothpaste has launched #SwitchToFluorideFree campaign on World Oral Health Day. The month-long campaign aims to start a dialogue and sensitize the Indian population about the adverse effects of consuming incremental 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 people often tend to ignore while using oral care products. The aim is to highlight the truth behind how and why fluoride became a ‘hero’ in the oral care industry and bust myths surrounding it.
Dabur India has partnered with Mixed Route Juice, a Delhi and Bangalore based marketing agency, to design and execute the brand campaign which will be boosted further with influencer engagements, on-ground activations, informative articles and videos.
Mr. Abhishek Jugran, Executive Vice President-Marketing (EVP), Dabur India Limited (Ltd) 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.”
Speaking about the campaign, 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.”
