Dabur Red Paste has rolled out a full-scale awareness campaign urging Indian families to check their toothpaste labels and rethink the use of fluoride in daily oral care. Built on the momentum of its earlier #SwitchToFluorideFree initiative, the new push turns the campaign into a public movement anchored in data, regional storytelling, and purpose-led positioning.
The trigger was a report by the Ministry of Jal Shakti revealing that groundwater in 370 districts across 23 Indian states contains fluoride levels beyond the permissible limit. In these areas, using fluoridated toothpaste especially among children who often swallow it could increase long-term health risks including dental fluorosis, brittle bones, and lower IQ levels.
To drive the message home, Dabur has partnered with creative and digital agency Mixed Route Juice to execute a 360-degree campaign that blends SEO and search campaigns with animated explainer videos, carousel-led education, and vernacular influencer content.
The campaign’s hyperlocal approach includes regional influencers from affected states like Uttar Pradesh, West Bengal, Maharashtra, Telangana, Tamil Nadu, and Odisha all urging audiences to “flip the pack” and check for warnings like “Do Not Swallow.” Dabur Red Paste, positioned as an Ayurvedic, fluoride-free toothpaste, is pitched as a safer alternative that addresses 7 common dental problems.
At the centre of the campaign is the call to action: #SwitchToFluorideFree.
“As a brand that has always believed in offering natural, safe, and effective oral care solutions, we felt it was our responsibility to bring this issue to the forefront,” said Prashant Agarwal, Head of Marketing, Oral Care, Dabur India
“#SwitchToFluorideFree is more than a campaign, it’s a public health message, urging families to check their toothpaste labels and make the informed choice towards fluoride-free alternatives like Dabur Red Paste.”
Amrita Sharma, Founder & Creative Director, Mixed Route Juice, added, “Our goal was to bring empathy and urgency to a silent issue hiding in plain sight. By combining public data, Ayurveda’s relevance, and influencer-led narrative, we made the science accessible and the solution obvious. This is the kind of real, meaningful storytelling that we delight in.”
