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HomeThink TankPulp Strategy Communications creates soul-stirring film for Dabur Herb’l Charcoal Toothpaste

Pulp Strategy Communications creates soul-stirring film for Dabur Herb’l Charcoal Toothpaste

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In the world of advertising, standing out from the crowd can be a daunting task. It requires a unique perspective, a creative approach, and an understanding of the consumer’s needs. Pulp Strategy Communications, a leading integrated marketing communication agency, has demonstrated this in their latest campaign for Dabur Herb’l Charcoal Toothpaste.

The campaign, which is targeted at Millennials and Gen Z, aims to break conventional thinking by introducing black for white. The soul-stirring film asks some honest questions about the myth around the color black and brings alive the product’s ability to add strength, positivity, growth and, of course, sparkling white teeth. The film highlights how Dabur Herb’l Charcoal toothpaste, made of activated charcoal, gets sparkling white teeth.

Charcoal toothpaste is a relatively new addition to the already existing range of Dabur Herb’l toothpaste in the Indian market, adding strength to the oral care portfolio and addressing the consumer needs for sparkling white teeth.

“Our creative approach is rooted in consumer insight. Dabur Herb’l Charcoal Toothpaste is a new product and is uniquely positioned for intelligent and informed young consumers who understand the benefits of science and tradition, equally. Black as a color for toothpaste is a pivotal shift, breaking more than a few old norms. We believed that addressing this honestly will enable us to get across the message about the strong advantages of Black for White,” said Dabur India Ltd Category Head-Oral Care Binit Kumar.

The film, conceptualized and created by Pulp Strategy Communications, has taken an emotional course in its storytelling. Through the power of storytelling, the film questions the norm and inspires viewers to think differently. The agency has used the technique of soft power to deliver its message to the audience. The film is promoted with a robust outreach on digital and social media.

“This campaign is especially close to our hearts because of the soft power it demonstrates in questioning the norm. Through the power of storytelling, we have the ability to not only inform and educate but to inspire and transform,” said Ambika Sharma, founder of Pulp Strategy Communications.

The film has received positive reviews and is being appreciated by the audience for its unique approach. The campaign has been successful in creating a buzz around Dabur Herb’l Charcoal Toothpaste and generating interest among its target audience.

Also Read: The New #BlackForWhite: Dabur Herb’l Charcoal Toothpaste Campaign by Ogilvy India

In conclusion, Pulp Strategy Communications has set a benchmark in the advertising industry with their latest campaign for Dabur Herb’l Charcoal Toothpaste. Their creative approach, rooted in consumer insight, has managed to break conventional thinking and inspire viewers to think differently. With the power of storytelling, the agency has delivered a message that is not only informative but also inspirational. The campaign is a success, generating buzz around the product and its benefits, and creating interest among its target audience.


Client: Dabur India
Agency: Pulp Strategy
Account Management: Bhavini Srivastava & Abhinav Gupta
Production house: Pulp Strategy

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