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Desh ka ‘Lal’ – A campaign created by Ogilvy India (North)

MediaInfoline December 16, 2020

Toothpastes is one of the largest, dynamic and most competitive categories in India. An Indian brand, Dabur Red Paste, since its conception in 2003, has been able to create a following in this category despite the presence of strong multinational. And now, the brand is the #1 Ayurvedic Toothpaste brand (according to AC Nielsen).

What made Dabur Red get so much love and loyalty of Indian consumers is its efficacy rooted in Ayurveda which also gets reflected in the unique taste and sensorial that the product delivers to its consumers.

With this film, Dabur Red is thanking its 35 crore consumers (and growing) for making Dabur Red Paste truly ‘Desh ka Lal’. Here we have explored a colloquial use of the word ‘Lal’, which not only denotes the color ‘Red‘ but is also a widely used by us Indians to show endearment. The communication showcases how the brand has been embraced by Indians and cuts across regions, language and cultures, becoming an integral part of their lives.

The brand campaign has been conceptualized by Ogilvy Gurgaon.

Shouvik Roy, President and Head of Office: “Dabur Red Paste is a brand very close to our heart. We are proud to have been a partner in this brand’s growth journey. The campaign not only celebrates the brand becoming #1 Ayurvedic Toothpaste but also delivers the sense of pride in everyone associated with the Brand – the consumers who use it, the retailer and sales force who help sell it, the product team who help make the product, the marketing team who help build the Brand.”

Ritu Sharda, CCO, Ogilvy India (North): “Dabur Red Paste has always been the toothpaste this nation loves; it has always been the Desh ka Lal. Once we got to know that it has become #1 Ayurvedic Toothpaste brand, we thought the best way to celebrate was to take this Desh ka Lal back to the Desh, and celebrate it with the people who made it a huge success.”

Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd: “In the world of toothpaste advertising, one sticks to functionality. Seldom does one get the opportunity to thank the consumers who have truly loved and embraced the brand, making it part of their lives. Dabur Red Paste is now the preferred toothpaste brand for 35 crore Indians and it’s time we celebrated this. This campaign salutes the trust which the consumers have reposed in the brand. And we did it with aplomb.”

Watch the Video here


Client: Dabur India Limited

Brand Team: Harkawal Singh, Jatin Batra

Agency: Ogilvy Gurgaon

Creative: Ritu Sharda, Dalip Daniel, Preeti Koul Chaudhary, Avik Bose, Sumit Vashisht

Account Management:  Shouvik Roy, Atif Rahman, Soumyabrata Banerjee, Ritwik Kandpal

Planning Team: Rohitash Srivastava, Jose John

Production House: Gulliver Films

Director: Parikshit Vaidya

Producer: Jatin Arjun Shah



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