Dant Kanti: The oral care giant gets its first tootache in 25 years

Tushar Handa, Sumeer Mathur

Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.

Campaign details

Brand: Dant KantiBrand owner: Patanjali Ayurved LimitedLead agency: DDB Mudra GroupCountry: IndiaIndustries: Oral healthMedia channels: TelevisionBudget: Up to 500k

Executive summary

Dant Kanti, a herbal toothpaste brand from Patanjali, was too small to be noticed by anyone. Unlike the popular approach of going after the closest competitor first, it unlocked unprecedented growth by moving beyond segments and doing the unthinkable: taking on the giant Colgate. In doing so, the brand also diluted the strength of Colgate's biggest symbol: "the white coat."

Market background and cultural context...

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