Oral-B: 1960's newspaper at my doorstep today?!

This case study describes how Oral-B, a mouth care brand, increased its trials and sales in India by subverting competitors' values.

Oral-B: 1960's newspaper at my doorstep today?!

Sushan Vernekar, Apeksha Wallia and Hardik Senjalia

Campaign details

Brand owner: Procter & GambleLead agency: Mediacom IndiaContributing agency: The Times of India and Publicis Budget: Up to 500kCountry: IndiaIndustry: Oral healthMedia: Newspapers, Online video

Executive summary

This case study describes how Oral-B, a toothbrush brand in India, increased its trials and sales by subverting the competitor's values. Procter & Gamble's Oral-B brand is well known in India for its toothbrushes, but it was entering the competitive toothpaste category. In India,...

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