Dabur Herb’l Charcoal Toothpaste has marked its debut in the Indian advertisement landscape with a unique, humor-infused campaign conceptualized by Ogilvy. This unconventional ad promotes the surprising secret to radiant white teeth – a black toothpaste.
The introduction of charcoal toothpaste has been a groundbreaking step in the evolution of Dabur Herb’l toothpaste’s offerings, which has already been making a significant impression in the Indian market. The ad puts a spin on the age-old notion, asking, “Who knew black toothpaste could be the key to sparkling white teeth?”
Geared towards the innovative and novel approach to life adopted by Millennials and Generation Z, the advertisement underscores the role of activated charcoal in oral health. It showcases how the revolutionary Herb’l Charcoal toothpaste can be the solution to combat plaque, stains, and bad breath.
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The era of traditional white toothpaste is being nudged aside by this activated charcoal variant. It stands as a game-changing offering for the brand in meeting the oral care requirements of consumers nationwide. Binit Kumar, Category Head – Oral Care, Dabur India Limited, expressed, “Dabur Herb’l Charcoal is a fresh and exciting addition to our portfolio. Our intention was to create engaging communication that breaks norms while connecting with the audience, all while promoting a toothpaste that isn’t white.”
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Ritu Sharda, Chief Creative Officer, Ogilvy India (North) further emphasized, “The progressive nature of Dabur is celebrated across the country and this campaign for Dabur Herb’l Charcoal Toothpaste reflects just that. The innovative #BlackForWhite concept disrupts the typical advertising mold for toothpaste. The goal was to challenge stereotypes and position black toothpaste as the new go-to for the young generation.”