Dabur India Limited, one of the leading FMCG companies in India, has launched a new addition to its oral care portfolio – the Dabur Herb’l Charcoal Toothpaste. The company has released its first-ever ad for this new product which focuses on the unconventional yet effective use of black toothpaste to get sparkling white teeth. It is conceptualized by Ogilvy India and produced by Kinetigra Media and Productions.
The ad is primarily targeted towards the younger generation – millennials and Gen Z – who are known for their unconventional ways of living and thinking. The campaign aims to highlight the importance of activated charcoal for oral health and how it can help get rid of plaque, stains, and bad breath. The ad challenges the traditional approach to advertising toothpaste and aims to disrupt the stereotype by making black toothpaste the new normal for youngsters.
The campaign is titled #BlackForWhite, which signifies the use of black charcoal toothpaste to get white teeth. The ad showcases a quirky and humorous storyline in which a man prepares for a date with his girlfriend, but worries about his yellow teeth and wants to eliminate them before the date.His friend suggests using Dabur Herb’l Charcoal Toothpaste, which he says is the latest trend in oral care.
Check out the Dabur Herb’l Charcoal Toothpaste ad below
The ad then showcases the protagonist using black toothpaste, which turns his mouth and toothbrush black. However, after rinsing his mouth, he is amazed to see his teeth sparkling white. The ad ends with the tagline, “Who says you can’t use black toothpaste to get sparkling white teeth?”
The campaign is a fresh take on advertising toothpaste and highlights the importance of oral care. The use of activated charcoal in the toothpaste is an innovative approach to achieving white teeth, and the ad effectively showcases this feature.
Binit Kumar, Category Head – Oral Care, Dabur India Limited, said, “Dabur Herb’l Charcoal is completely new addition to the portfolio, and we felt that since it’s a paste for the new age consumers, we should have some fun with the communication so that it makes the point as well as connects with the audience. What we had at the end was a commercial which we hope breaks the norms and gets a bright smile on the consumer’s face, though it not being a white toothpaste.”
Ritu Sharda, Chief Creative Officer, Ogilvy India (North), added, “The legacy of Dabur is celebrated across the country, and this campaign for Dabur Herb’l Charcoal Toothpaste is a testament to the progressive nature of the brand. The new #BlackForWhite concept challenges the conventional approach to advertising the toothpaste. The aim was to disrupt the stereotype and make black toothpaste the new normal for youngsters.”
In conclusion, the Dabur Herb’l Charcoal Toothpaste Campaign is an innovative and fresh take on advertising toothpaste. The use of activated charcoal in the toothpaste is a unique approach to achieving white teeth, and the ad effectively showcases this feature. The campaign challenges the traditional approach to advertising toothpaste and aims to make black toothpaste the new normal for youngsters. Overall, it is a fun and engaging ad that effectively communicates the benefits of Dabur Herb’l Charcoal Toothpaste.
