CRIC

Dabur Red Toothpaste says #SabkoChabaJaenge with World Cup campaign

The first three ads garnered 28 million views across digital platforms

e4m by exchange4media Staff
Updated: Jun 29, 2019 6:00 PM
Dabur Red

Dabur India Ltd has come up with #SabkoChabaJaenge, a digital first campaign to promote its brand Red Toothpaste, during the 2019 Cricket World Cup.

The campaign kicked off with a creative designed for the India-Pakistan match and this was followed with specially designed creatives for each of India’s matches.

Starcom India, the Media AOR of Dabur, has managed this campaign. The digital first campaign was launched on YouTube first, before moving onto TV.

The series of ads is an effort to create sufficient excitement around each of the India matches.

To date, three films have been released, with the fourth to be on the India-Eng match.

The first three ads garnered a huge 28 million views across digital platforms.

As per Harkawal Singh, Head Marketing, Oral Care, Dabur India, “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. We wanted an idea for the digital platform to connect with the newer audience that gets missed through the traditional medium. 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. 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.”

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