Dabur Herb'l shares the unconventional secret to sparkling white teeth

Dabur Herb'l has rolled out a campaign 'who says you can't', to highlight the offerings of its new portfolio 'charcoal toothpaste'. 

 

Conceptualised by Ogilvy, the film features a protagonist at a mountain peak dressed in formals, with a voice-over saying 'who says you can't take a meeting from a peak?' The film then showcases the protagonist in different unconventional scenarios and the voice-over keeps on narrating 'who says you can't' statements. The film ends by highlighting how the brand's charcoal toothpaste can lead to sparkling white teeth. 

 

Binit Kumar, category head – oral care, Dabur India, said, “Dabur Herb’l Charcoal is a completely new addition to the portfolio and we felt that since it’s a paste for the new age consumers we should have some fun with the communication so that it makes the point as well as connects with the audience. What we had at the end was a commercial which we hope breaks the norms and gets a bright smile on the consumer’s face, though it not being a white toothpaste.”  

 

Ritu Sharda, chief creative officer, Ogilvy India,  (north), said, “The legacy of Dabur is celebrated across the country and this campaign for Dabur Herb’l Charcoal Toothpaste is a testament to the progressive nature of the brand. The new #BlackForWhite concept challenges the conventional approach to advertise a toothpaste. The aim was to disrupt the stereotype and make a black toothpaste the new normal for youngsters.” 

  

CREDITS:

Client: Dabur India 

Agency: Ogilvy India

Brand team: Abhishek Jugran, Harkawal Singh, Binit Kumar, Rohit Matta 

Creative: Ritu Sharda, Murtaza Said, Preeti Koul Chaudhary, Reynold Anthony, Vinay Sharma, Upasana Som 

Account management:  Prakash Nair, Pawan Bhatt, Pulak Bhattacharya, Soumyabrata Banerjee, Ritwik Kandpal 

Planning team: Rohitash Srivastava, Anupama Yadav 

Production house: Kinetigra Media and Productions 

Director: Tushar Yadav  Producer: Vijay Chauurrasiya, Srijani Saha