Dabur has introduced ‘Miswaknama’, a digital-first, influencer-led content IP for its Dabur Meswak toothpaste, aiming to reposition the Miswak ingredient through a culturally rich and storytelling-driven approach.

Video Link: https://www.instagram.com/reel/DVtJg9FAyTG/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

The initiative moves beyond traditional product communication by adopting a travel and culture-led format, where regional creators explore the presence of the Miswak tree across different parts of India. In its first phase, the series covered five regions, with influencers documenting local landscapes, traditions and the role of Miswak in everyday oral care practices.

The content is primarily being distributed on Instagram, where creators engage with local communities and uncover how Miswak continues to be a part of natural wellness routines. By leveraging creator voices and regional narratives, the campaign brings authenticity and relatability to the storytelling.

Through ‘Miswaknama’, Dabur aims to place Miswak within broader conversations around natural, traditional and holistic wellness, appealing to younger, digitally native audiences. The initiative reflects a shift towards content IPs and influencer-led storytelling, where brands focus on building narratives rather than just promoting product features.

Prashant Agarwal, marketing head – oral care at Dabur, noted that the campaign is designed to celebrate the heritage of Miswak while making it relevant for modern consumers. He added that collaborating with regional creators allows the brand to bring diverse cultural perspectives into the spotlight.

The campaign has been executed by Mixed Route Juice, which conceptualised the idea of transforming an ingredient story into an immersive cultural journey.

With ‘Miswaknama’, Dabur continues to explore content-driven marketing formats, blending tradition with digital storytelling to deepen consumer engagement.