Meswak: How a tiny toothpaste brand turned its loyalists into its sales force
Campaign Details
Brand owner: Dabur India Ltd.Agency: McCann WorldgroupBrand: Dabur MeswakCountry: IndiaIndustry: Oral healthChannels: Internet - display, Internet - microsites, Social media, Television, Word of mouth, advocacyBudget: 500k - 1 million
Executive Summary
In the Indian toothpaste market dominated by behemoths like Colgate & Pepsodent, Dabur had a tiny herbal toothpaste brand called Meswak.
The brand was lying dormant since the last three years without any trace of growth...