Dabur gets two Amitabh Bachchans to highlight how science meets ayurveda in its Red Paste

Watch the film conceptualised by Ogilvy here

Sep 07, 2022 03:15:00 PM | Video | Campaign India Team

Dabur India has rolled out a campaign featuring actor Amitabh Bachan its newly appointed brand ambassador to spread awareness of its oral care brand Red Paste. 


Conceptualised by Ogilvy, the film features Bachchan highlighting how the brand uses the power of modern-day science, to extract the best of ayurveda. Bachchan plays a double role, that of a science man and an ayurveda expert, where he talks about Dabur Red Paste as the perfect blend of modern science and ayurveda. While the ayurvedic expert Bachchan is singing the praises of Red Paste's medicinal properties, the modern science Bachchan proves the actuality of the statements proclaimed using science. To test the tootpaste's properties, the modern science Bachchan then asks the ayurvedic expert Bachchan to eat a walnut. Ayurvedic expert Bachchan bites into it easily, thus proving how strong his teeth are with Dabur Red Paste. The film ends by both the Bachchans shaking hands and highlighting the integrated science and ayurvedic advantages of the toothpaste.


Mohit Malhotra, CEO, Dabur India, said, “We are absolutely thrilled to have legendary Bollywood actor Amitabh Bachchan on board as the new face of Dabur Red Paste. It combines the best of traditional Ayurveda and modern-day science to offer our consumers complete oral hygiene. Amitabh Bachchan, with his high level of trust, popularity, credibility, and unique ability to connect with both younger and older generations, perfectly embodies the brand values of Dabur Red Paste. We welcome him to the Dabur family and are confident that this association will further strengthen the brand and help us build a better connect with our consumers.”


Abhishek Jugran, vice president-marketing, Dabur India, said, “Dabur Red Paste has been our flagship brand and a proud son of the soil fondly referred to as 'desh ka laal' (country red) with consistent market share gains year on year. In our endeavour to take the brand to every Indian Household, we have roped in the biggest superstar of India – Bachchan for our latest campaign. We will be deploying an integrated marketing campaign across TV, digital and out-of-home to drive preference and mindshare for Dabur Red Paste."


Piyush Pandey, chairman of global creative and executive chairman, Ogilvy India, said, “Working with Bachchan has always been an absolute privilege. I’m delighted that we have got an opportunity to collaborate with him for our partners at Dabur. Red Paste is a much-loved Indian brand and has been going from strength to strength. With Bachchan’s association, it is sure to soar to new heights.”