Campaign Spotlight

Dabur Herb’l Charcoal Toothpaste breaks the conventional norms of oral care in a campaign created by Ogilvy India

MUMBAI, INDIA – Dabur Herb’l Charcoal Toothpaste has launched its first-ever ad in India. This quirky ad has been conceptualised by Ogilvy and tells you about the new-age, unconventional way of getting sparkling white teeth using black toothpaste.

Charcoal toothpaste is a revolutionary addition to the already existing range of Dabur Herb’l toothpaste that has been doing quite well in the Indian market.



“Who says you can’t use black toothpaste to get sparkling white teeth?”

Targeting the Millennials and Gen Z and their unusual yet smart ways of leading life, this ad specifically highlights the importance of activated charcoal for oral health and how we can bid adieu to plaque, stains, and bad breath with the all-new Herb’l Charcoal toothpaste.

Gone are the days of conventional, white-coloured toothpaste. This activated Charcoal toothpaste will be a breakthrough for the brand in the journey of catering to the oral care needs of its consumers across the country.

Binit Kumar, Category Head – Oral Care, Dabur India Limited says, “Dabur Herb’l Charcoal is 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) added, “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.”



Client: Dabur India Limited

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

Partner with adobo Magazine

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