Dabur India campaign based on India-Pakistan rivalry

Ogilvy North encapsulate India-Pakistan rivalry in Dabur tooth paste commercial

Herbal tooth paste brand, Dabur Red Paste has released its latest campaign to capitalise on the India-Pakistan rivalry as the two nations head for the league encounter in the ICC World Cup 2019.

Bringing together the product truth of healthy teeth and the Cricket rivalry between India and Pakistan, the campaign capitalises on the colloquial term “chaba jayenge” (“we’ll chew them out’).

Despite officially not being an ICC World Cup partner, Dabur Red Paste has leveraged the cricket fans and participated in their ‘moments’, while effectively relating a toothpaste brand to cricket.

This created a fun character. Protagonist ‘Chaubeyji’ is from Uttar Pradesh. A fanatic cricket fan who likes to munch while watching matches. But his way to show support to the Indian cricket team is by ‘chabaana’ the opposition’s famous foods. He’s got that kind of real obsession that makes him extremely endearing. One that we see in a quintessential cricket fan. It’s like ‘aan do’, that translates to, ‘we are ready with our team & our teeth’. The unstoppable fan of all Indian cricket matches that tries to win over the other team not only through the performance of his favourite players but by finding something locally iconic to that country and owning that too.

The brand campaign comprising a series of films for Digital and TV has been conceptualized by Ogilvy North.

Commenting on the campaign, Kapil Arora, President, Ogilvy North said, “When Dabur Red Paste spoke to us about building a connection with fans during the Cricket World Cup, we knew we needed to make it both fun and brand relevant, to stand out in the clutter. Making the cricket connect with Dabur Red Paste’s brand promise was the key. Once we had that – we had a ball (literally). The result? Five kadak films that are a testament to a fabulous client and brand.”

Ritu Sharda, CCO, Ogilvy North said, “Loha garam tha, toh humne maar diya hatoda. Turning the fanaticism of Indian Cricket into fun, we decided to elevate the conversation about toothpaste into something truly exciting. Cracking the idea of winning over the opposition through ‘chewing’ made for a perfect platform to marry the product truth of strong teeth in a competitive sphere. This helps make Dabur Red Paste not just a product, but an experience with a much stronger recall factor. Hopefully, hum England mein #SabkoChabaJaayenge.”

Harkawal Singh, Head Marketing, Oral Care, Dabur India added, “Protection from dental problems for strong teeth and healthy gums is the core promise of Dabur Red Paste. Cricket is one of those opportunities that allows your brand to reach out and engage with a large audience. Sabko chaba jaayenge gave us the perfect plank to have this conversation in a fun and engaging way while subtly plugging in the Dabur Red Paste benefit.”