Meswak: How a tiny toothpaste brand turned its loyalists into its sales force

Neha Chopra and Rema Bagga

This case study illustrates how a small ayurvedic toothpaste called Meswak, owned by Dabur, grew its share in India by capitalising on its core strength - a core group of loyal users.

Meswak: How a tiny toothpaste brand turned its loyalists into its sales force

Neha Chopra and Rema Bagga

Campaign details

Brand owner: DaburLeading agency: McCann WorldgroupBudget: 1 – 3 millionCountry: IndiaIndustry: Oral healthMedia: Internet - microsites; Television; Word of mouth, advocacy

Market background and cultural context

A small brand that nobody knew of

Meswak had an extremely low awareness core of 6%. Even other growth factors such as preference and trials had been lying dormant since the last three years. The brand had exhausted every trick in the marketing...

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