Dabur Red Paste has launched the #SwitchToFluorideFree campaign on World Oral Health Day. The month-long initiative aims to raise awareness about the potential risks of fluoride consumption, particularly in fluoride-endemic regions of India.
Adding an interesting twist to the campaign, Dabur’s print advertisement asks, “Does your Favourite Toothpaste Have Fluoride?”—ironically placed alongside a jacket ad from Colgate, the market leader in the category in the today’s edition of The Times of India.
The #SwitchToFluorideFree campaign will travel across multiple cities, sparking conversations about oral health and hidden ingredients in everyday toothpaste. It seeks to shed light on how fluoride became a ‘hero’ in oral care marketing and aims to debunk common myths associated with it.
Dabur India has partnered with Mixed Route Juice (MRJ)—a Delhi and Bangalore-based marketing agency—to conceptualize and execute the campaign.
Abhishek Jugran, EVP-Marketing, Dabur India Limited, emphasized the brand’s mission to drive awareness about “a crucial yet often overlooked issue.”
“Our goal is to empower consumers with knowledge so they can make informed decisions for their health. This campaign challenges conventional marketing narratives—what works in international markets may not always be suitable for India. Dabur products are designed to address India-specific needs with time-tested natural ingredients. Our message to consumers is simple: Read, research, and choose wisely.”
Amrita Sharma, Founder & Creative Director, Mixed Route Juice, highlighted the strategic approach behind the campaign “At MRJ, we believe in purpose-driven communication. We’re thrilled to collaborate with Dabur to amplify the message of Red Paste. Our strategy includes a mix of digital-led initiatives, on-ground activations in key markets, and influencer-driven conversations to maximize reach and impact.”
