Campaign SpotlightPress Release

Dabur Red Paste signs on Bollywood icon Amitabh Bachchan in humorous spot

MUMBAI, INDIA — India’s leading science-based Ayurveda expert Dabur India Ltd signed legendary actor and Bollywood icon Amitabh Bachchan as the new brand ambassador of its flagship Oral Care brand Dabur Red Paste. This comes as a part of Dabur’s endeavor to gain more market share and keep the brand at the top of the consumer’s mind. The brand has come a long way since its inception in 2003 as this new campaign is expected to further strengthen the brand’s position.

In this campaign, Amitabh 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. The execution is both humorous and informative as it delivers the core message clearly and interestingly. The audience will definitely love Amitabh in this avatar and remember this campaign.


Mohit Malhotra, CEO of Dabur India Ltd., said, “We are absolutely thrilled to have legendary Bollywood actor Mr. Amitabh Bachchan on board as the new face of Dabur Red Paste. Dabur Red Paste combines the best of traditional Ayurveda and modern-day Science to offer our consumers complete oral hygiene. Mr. 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 connection with our consumers.”

Amitabh, speaking on the occasion, shared: “I am happy to endorse Dabur Red Paste, a trusted brand from the House of Dabur. We all know the importance of oral hygiene in our health and wellbeing, Dabur Red paste being Ayurvedic toothpaste, with its inherent benefits is the answer to this need.”

Ogilvy India Chairman of Global Creative and Executive Chairman Piyush Pandey added, “Working with Mr. 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 Mr. Bachchan’s association, it is sure to soar to new heights.”

Mr. Prakash Nair, the president & head of Office at Ogilvy India (North) also shared: “The brief was to communicate how Dabur Red Paste uses the power of science to extract the best of Ayurveda. And when India’s #1 Ayurvedic toothpaste decides to spotlight its efficacy, it is only fair that it is done by someone of stature, someone who the consumers look up to. Thus Mr. Bachchan came on board. The challenge then was to have a script that does justice to both.”

Ms. Ritu Sharda, CCO of Ogilvy India (North) furthered: “Dabur Red Paste is the best of science and Ayurveda. Since the benefits were two-fold, we got the opportunity to create two different characters for Mr. Bachchan, one as an ayurvedic expert – gyaan and one as a man of science – vigyan. Mr. Bachchan’s genius has taken the banter between the two characters to the next level. And we’ve had the opportunity to show Mr. Bachchan in two never-seen-before avatars. Enjoy the banter as you learn about the amazing benefits of this iconic brand in the most delightful way.”

Client: Dabur India Limited
Brand Team: Abhishek Jugran, Harkawal Singh, Augustus Daniel, Anubhav Sehgal
Agency: Ogilvy Gurgaon
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: Niraj Pamwani

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