Dabur India Ltd has launched a new campaign for its Dabur Herbal family toothpaste in Kerala, to further strengthen the brand’s regional connect by tapping into the strong ‘rooted’ness in tradition especially for the upkeep of health and well-being.
In a first for the brand, this campaign has been shot in Kerala with local actors. The ad shows a traditional Kerala home, where a family is celebrating Onam in the traditional manner with an elephant show, a tradition that is believed to bring good luck and fortune.
The protagonist who is impressed by the strength and majesty of the elephant’s tusks realizes that unlike the elephant, humans are only blessed with one set of teeth which needs proper care by using traditional ingredients like Tulsi, Babool and Akarkara for long-lasting dental protection and fresh breath.
Since its launch, Dabur Herbal has found continuous success in Kerala. Fueled by good reviews and strong offtake from shelves, it has created for itself a strong and loyal user base who swear by the paste’s all-round oral benefits. The new campaign is intended to make a big splash in the toothpaste category giving a new impetus to the herbal segment and en-route to becoming a force in the market.
Shouvik Roy, President and Head of Office, Ogilvy, said, “Dabur Herbal is yet another success for Dabur in Kerala. We realised that the key task for the brand was to make a stronger local connect. The backdrop of ‘Onam’ and the friendly banter between two brothers, is what makes this film memorable. We believe that the film will be liked by all and make the connection with the brand even deeper.”
CCO, Ogilvy India (North), said, “With the vibrant festival of Onam serving as a backdrop, this film takes the old Indian proverb,’ haathi ke daant dikhaane ke aur, khaaney ke aur” and weaves a sweet story with two brothers in it and talks about the product benefit. We’re sure that a fun story, coupled with a lively background will make the piece engaging and memorable.”
Harkawal Singh, Dabur India Ltd Marketing Head-Oral Care, said, “Dabur Herbal Toothpaste’ is the lead Oral Care offering from Dabur in Kerala and has a strong traction among consumers.
“It is a Fluoride Free toothpaste with goodness of Tulsi, Babool & Akarkara, an ideal paste for the entire family for problem free, strong healthy teeth.
“The new campaign is being rolled during the festive period of Onam, to further strengthen the franchise. The campaign is based on local cultural insight and shot locally. It will help us to further gain market share in Kerala,” Singh said.