Dabur Red Paste celebrates Amitabh Bachchan’s 80th Birthday


World’s No.1 Ayurvedic Oral Care brand Dabur Red Paste has unveiled a special musical Video  ‘Desh ka Lal & Eir Bir Phatte’ to celebrate the 80th Birth Anniversary of legendary actor and Bollywood icon Mr. Amitabh Bachchan. Conceptualised by Ogilvy India, this iconic song is recreated and sung by Mr.Bachchan highlighting the benefits of Red Paste very seamlessly. It’s a treat to watch him in this avatar.

Abhishek Jugran, Vice President-Marketing, Dabur India Ltd: “The entire Dabur family joins me in wishing Mr 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 Mr. 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 Ltd: “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. Mr. 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, the World’s No.1 Ayurvedic Toothpaste, 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, Chairman of Global Creative & Executive Chairman India, Ogilvy: “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.”

Ritu Sharda, CCO, Ogilvy India (North): “We are absolutely honoured to have been able to collaborate with Mr. 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 & Head of Office, Ogilvy India (North): “When India’s number one Ayurvedic toothpaste, Dabur Red Paste and India’s favourite number one cinema star Mr. Amitabh Bachchan got together, we decided to go beyond just an ad – we tapped into a Mr. Bachchan’s classic, to land what could’ve been just another product superiority story.”

TVC Link:



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: Viraj Sawant, Niraj Pamwani

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