Dabur Red Paste has expanded its #SwitchToFluorideFree campaign into a nationwide awareness initiative, encouraging Indian households to opt for fluoride-free oral care. Executed in partnership with creative and digital agency Mixed Route Juice, the campaign addresses rising concerns around excessive fluoride exposure.
The initiative stems from growing global evidence linking high fluoride intake-especially in children-to health risks such as dental fluorosis, brittle bones, and reduced IQ. In India, the issue is especially urgent. A Ministry of Jal Shakti report revealed fluoride levels above safe limits in groundwater across 370 districts in 23 states.
Highlighting this, the campaign urges consumers to “Flip the Pack” and check toothpaste labels for fluoride content and warnings like “Do Not Swallow.” The brand positions itself as a natural and safe alternative, aiming to disrupt conventional choices in oral care.
“We believe it’s our responsibility to raise awareness,” said Prashant Agarwal, head of marketing, oral care, Dabur India. “#SwitchToFluorideFree is a public health message, not just a campaign.”
Using hyper-local storytelling, regional influencers from states like Uttar Pradesh, Telangana, and West Bengal shared personal content and educated audiences about fluoride-related risks. Digital tools such as explainer videos, SEO campaigns, and animated carousels helped amplify the message across platforms.
Mixed Route Juice’s creative director, Amrita Sharma, emphasized the campaign’s focus on accessibility and authenticity: “We combined Ayurveda, public data, and influencer narratives to make the science relatable.”
The campaign has gained traction online and offline, reinforcing Dabur’s positioning in safe, natural oral care.
