Campaign India Team
Oct 12, 2022

Dabur Red gets Amitabh Bachchan to hum a new Eir Bir Phatte

Watch the film conceptualised by Ogilvy here

Dabur Red Paste has rolled out a musical video on the occasion of Amitabh Bachchan's 80th birthday.
The video has been conceptualised by Ogilvy and features Bachchan singing a version of the track 'Eir Bir Phatte'. This version of the song sees him highlight the benefits of Dabur Red over competition.
Abhishek Jugran, vice president - marketing, Dabur India, said, “The entire Dabur family joins me in wishing Amitabh Bachchan a very happy birthday. We are all extremely thrilled to mark his 80th birthday with this special music video. It becomes even more special with Bachchan himself performing the popular song 'Eir Bir Phatte' in a brand new avatar. The new campaign is a musical yet informative way of highlighting how Dabur Red Paste combines the best of Ayurveda and modern-day science for complete oral care.”
Harkawal Singh, marketing head – oral care, Dabur India, added, “The special musical video, conceptualised by Ogilvy starring the Superstar, has been released to highlight the superiority of Dabur Red Paste in maintaining problem-free healthy oral care, enabling everyone to enjoy the wide variety of Indian delicacies. Amitabh Bachchan has made the music video more interesting with his singing, style and appearance in a never seen before avatar explaining how Dabur Red Paste helps fight dental problems, making it the perfect solution for your oral care. The new campaign featuring the superstar will soon hit the television screens and will be live across different digital platforms”.
Piyush Pandey, chairperson - global creative and executive chairperson India, Ogilvy, 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. Dabur Red Paste is a much loved Indian brand and has been going from strength to strength. With this association, it is sure to soar to new heights.”
Ritu Sharda, CCO, Ogilvy India (North), added, “We are absolutely honoured to have been able to collaborate with Bachchan on his version of the iconic ‘Eer Bir Phatte’ which he has beautifully rendered for our iconic brand Dabur Red Paste. To witness him sing and perform with such passion was a once in a lifetime experience. We know this is going to take the market by storm and it’s going to be loved by everyone. So, just press play and enjoy!”
Prakash Nair, president and head of office, Ogilvy India (North), said, "When India’s number one Ayurvedic toothpaste, Dabur Red Paste and India’s favourite number one cinema star Amitabh Bachchan got together, we decided to go beyond just an ad - we tapped into Bachchan's classic, to land what could’ve been just another product superiority story.”
Client: Dabur India
Brand team: Abhishek Jugran, Harkawal Singh, Augustus Daniel, Anubhav Sehgal
Agency: Ogilvy Gurugram
Creative: Ritu Sharda, Dalip Daniel, Preeti Koul Chaudhary, Sumit Vashisht, Avik Bose, Vinay Sharma
Account management:  Prakash Nair, Pawan Bhatt, Pulak Bhattacharya, Soumyabrata Banerjee, Asim Mathur
Planning team: Rohitash Srivastava, Jose John
Production house: Good Company  
Director: Vikas Bahl
Producer: Viraj Sawant, Niraj Pamwani
Campaign India

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