Due to the Covid pandemic, along with social distancing and washing hands, ‘building immunity’ has gained momentum among the people, specially after directives from the Ayush ministry.
While immunity-boosting foods such as amla, ginger and haldi are commonly consumed in India, they are good for oral health too.
Ayurvedic toothpaste Dabur Red Paste has launched three films, adding to the ‘#ChabaateyRahoIndia’ series, advising people to keep their teeth healthy and strong.
In the film, protagonist ‘Chaubey Ji’ can be seen chewing through the toughest foods such as amla, ginger and raw turmeric to prepare himself against the pandemic but is not fazed by their toughness because he uses Dabur Red Paste.
The brand campaign comprises a series of films that have been conceptualised by Ogilvy Gurgaon.
Ritu Sharda, CCO, Ogilvy (North), said, “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favourite ‘Chaubey Ji’ is here to chabao some things that are important for all of us to stay fit. While everyone talks about chewing on haldi, ginger and amla, we understand that they are hard to bite, and one would need healthy teeth to chew them properly. So, make your teeth strong to make your immunity strong. Chabatey raho India, aur har problem ko bhagatey raho.”
Shouvik Roy, President and Head of Office, said, “The platform of ‘#ChabaateyRahoIndia’ for the brand Dabur Red Paste is all about chewing through adversity. It was a challenge to bring back ‘Chaubey Ji’ without cricket especially in this current situation. Yet again, the strong teeth and ‘chaba dalengey’ connect gave birth to three beautiful films.”
Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd., said, “Dabur Red Paste, the #1 ayurvedic toothpaste, stands for providing strong teeth and complete oral protection with clinically proven Ayurveda. Though this is a serious and efficacious proposition, we created a platform ‘#ChabaateyRahoIndia’ to make it engaging for consumers; celebrating their love for food, their resolve to chew away obstacles, and, their will to chew away every hardship and stand tall. In our effort to connect with people and give oral health another fun twist, we are bringing out Season 2 of the endearing ‘Chaubey Ji’ films in which Mr. Manoj Pahwa again helps deliver the brand’s message, urging people to focus on oral health for overall health.”
Client: Dabur India Limited
Agency: Ogilvy Gurgaon
Creative: Ritu Sharda, Dalip Daniel, Preeti Koul Chaudhary, Avik Bose, Sumit Vashisth
Account Management: Shouvik Roy, Atif Rahman, Soumyabrata Banerjee, Asim Mathur
Planning Team: Rohitash Srivastava, Jose John
Production House: Dreamcatchers Films Director: Ishwar Singh