Dabur Red Paste has released a campaign consisting of three films.
Conceptualised by Ogilvy, the films show Manoj Pahwa (Chaubeyji) munching on ginger, turmeric and emblic (amla) respectively. He's doing so to build immunity and is able to chew all three of them because of strong teeth thanks to Dabur Red Paste.
Harkawal Singh, head - marketing, oral care, Dabur India, said, “Dabur Red Paste - the #1 ayurvedic toothpaste - stands for providing strong teeth and complete oral protection with clinically proven Ayurveda. Though, this is a serious and efficacious proposition, we created a platform ‘#ChabaateyRahoIndia’ to make it engaging for consumers; celebrating their love for food, their resolve to chew away obstacles, and, their will to chew away every hardship and stand tall. In our effort to connect with people and give oral health another fun twist, we are bringing out season two of the endearing ‘Chaubey Ji’ films in which Mr. Manoj Pahwa again helps deliver the brand’s message, urging people to focus on oral health for overall health.”
Ritu Sharda, CCO, Ogilvy (North), said, “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favourite ‘Chaubey Ji’ is here to chabao some things that are important for all of us to stay fit. While everyone talks about chewing on haldi, ginger and amla, we understand that they are hard to bite, and one would need healthy teeth to chew them properly. So, make your teeth strong to make your immunity strong. Chabatey raho india , aur har problem ko bhagatey raho.”
Shouvik Roy, president and head of office, Ogilvy, said, “The platform of ‘#ChabaateyRahoIndia’ for the brand Dabur Red Paste is all about chewing through adversity. It was a challenge to bring back ‘Chaubey Ji’ without cricket especially in this current situation. Yet again, the strong teeth and ‘chaba dalengey’ connect gave birth to three beautiful films.”