Dabur Red Paste: The "problem" could be somewhere else!

Sarabpreet K Bedi

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Campaign details

Brand: Dabur Red PasteBrand owner: Dabur IndiaLead agency: Ogilvy & Mather Country: IndiaIndustries: Oral healthMedia channels: TelevisionBudget: 3 - 5 million

Executive summary

Indians are an unevolved race as far as oral care needs go. Only 7% brush their teeth twice a day and 4% never visit a dentist. In this single toothpaste household market, one player dominates both market and minds. A brand that is synonymous with category, Colgate guards its share to each decimal point, creating high entry barriers via its marketing prowess. In 2014,...

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