Scribbld has secured the digital mandate for Brushers Co, taking on the responsibility of leading its go-to-market and digital strategy in India. The mandate, awarded directly, will be managed from the agency’s Mumbai headquarters and spans pre-launch, launch and post-launch phases.
Under the partnership, Scribbld will develop and execute a comprehensive digital roadmap for Brushers Co, integrating social media marketing with performance-driven strategies. The objective is to build awareness, establish a distinctive brand identity and scale the offering in a competitive oral care category.
The scope of work includes crafting the brand’s digital presence from the ground up, aligning communication across awareness and performance channels. This involves translating the product’s positioning, centred on flavour innovation, convenience and a differentiated consumer experience, into compelling storytelling designed for digital platforms.
Brushers Co, founded by Gehna Dholakia, enters the market with a proposition aimed at reimagining everyday oral care. Positioned as a ‘first-of-its-kind’ offering in India, the brand provides the agency with a strategic opportunity to shape category perception and consumer engagement through creative-led communication.
The mandate reflects an increasing focus on integrated go-to-market strategies, where agencies are involved across the entire lifecycle of a brand launch. Scribbld’s role will extend beyond content creation to include building a cohesive ecosystem that balances brand-building with measurable growth outcomes.
Kajol Bheda, founder, Scribbld, said, “We’re thrilled to be the chosen agency for Brushers Co and to work closely with Gehna and the larger Goran Pharma team. It’s inspiring to see a brand bring such an innovative product to life, backed by real passion and meticulous development. We’re excited to take this vision forward and craft digital storytelling that does justice to the brand’s potential.”
Gehna Dholakia, founder, Brushers Co, added, “Toothpaste isn’t something people think twice about, right? And that’s exactly what we want to change. I am super excited to work with Scribbld and build something on social media that people actually stop and notice.”
The mandate underscores Scribbld’s positioning as a digital-first agency focused on culturally relevant campaigns and end-to-end brand ecosystems. Founded in 2020, the agency has built a portfolio that includes brands such as Amazon Prime Video, Nykaa, Adani Airports, Foot Locker, TonyMoly and HDFC.
With this engagement, the agency continues to expand its work with emerging brands, focusing on building digital-first strategies that integrate creative storytelling with performance marketing. For Brushers Co, the collaboration is expected to establish a strong market entry supported by consistent digital engagement and a differentiated brand voice.
