Mumbai: Dabur Red Paste has unveiled the second leg of its popular ‘Chabaatey Raho’ campaign, aligning it with the high-voltage India vs South Africa cricket clash. Actor Manoj Pahwa reprises his role as the witty Shikari Chaubey Ji, bringing humor and fan-driven banter back to the forefront.
Timed around one of cricket’s most intense rivalries, the campaign plays on the provocation, “Chaubey Ji, African chokers kya fir khayenge thokar?”, tapping into the spirited conversations that surround international matchups. Through satire and playful commentary, Chaubey Ji reflects the emotional highs and tensions experienced by Indian cricket fans.
While the narrative thrives on rivalry, the core message remains rooted in the brand’s promise of strength. ‘Chabaatey Raho’ is positioned as more than a slogan – it represents resilience, composure, and confidence during pressure-filled moments. By drawing a parallel between the intensity of cricket and the need for strong teeth, the campaign reinforces Dabur Red Paste’s long-standing association with durability and oral strength.
Prashant Agarwal, Head of Marketing – Oral Care at Dabur India Ltd, noted that the initiative blends entertainment with brand relevance. Meanwhile, LOM Worldwide, led by CEO Krittika Marwaha and CCO Dalip Daniel, conceptualised the culturally attuned extension.
Rolling out across digital and social platforms, the campaign aims to keep fans engaged throughout the cricket season, celebrating rivalry while reinforcing everyday strength.
