The campaign reimagines Gandhi’s three monkeys to highlight India’s overlooked oral health challenges.

Dabur India Ltd.’s flagship Ayurvedic toothpaste brand, Dabur Red Paste, has launched a new digital video campaign urging families to seek “Freedom from the Chautha Bandar” – the fourth monkey that symbolizes ignored oral health issues.

Drawing inspiration from Mahatma Gandhi’s iconic three monkeys – who taught us to see no evil, hear no evil, and speak no evil – the campaign introduces a fourth monkey representing the silent dental problems that affect millions across India. The film dramatizes Dabur Red Paste’s mission to protect households from common but often neglected issues like cavities, plaque, gum bleeding, sensitivity, and bad breath.

Recently recognized by the Indian Dental Association (IDA) for its proven oral health benefits, Dabur Red Paste uses this campaign to urge consumers to “ignore no evil” when it comes to dental care, reinforcing its Ayurvedic protection promise.

Prashant Agarwal, head of marketing – oral care, Dabur India Ltd., said:

“We want every Indian to take a pledge of freedom from dental problems, with the scientifically proven protection of Ayurveda. The idea of a fourth monkey contextualizes a modern-day challenge – oral health issues that continue to affect millions of households.”

Conceptualized and executed by Mixed Route Juice, the campaign was developed end-to-end – from ideation and scripting to production and distribution.

Amrita Sharma, founder and creative director at Mixed Route Juice, added:

“The ‘chautha bandar’ was the perfect creative metaphor to dramatize dental mischief – simple, relatable, and highly shareable.”