Dabur Red Paste has launched a new cricket-season campaign under its long-running Chabaatey Raho platform, bringing back the beloved Chaubey ji character, now reimagined as an AI-led avatar, Dhurandhar. Portrayed by Manoj Pahwa, the campaign blends nostalgia with modern technology to engage cricket fans nationwide.
Conceptualised by LOM Worldwide, the campaign taps into the passion and intensity of cricket rivalries, especially marquee fixtures like India–Pakistan matches. By drawing on fan banter and competitive exchanges, it connects the brand’s core promise of dental strength with emotionally charged moments of high engagement.
Prashant Agarwal, Head of Marketing – Oral Care, Dabur India, said, “Cricket rivalries bring out unique energy in India-expressive, passionate, and full of personality. Chabaatey Raho captures the mindset of staying strong and unfazed, no matter how intense the moment.”
The campaign positions Chabaatey Raho as a mindset, linking the resilience of strong teeth to the excitement and pressure of cricket. The updated narrative ensures the brand remains relevant during peak sporting moments, whether fans are at the stadium or watching from home.
Krittika Marwaha, CEO of LOM Worldwide, added, “Cricket rivalries provided a culturally relevant playground to express Dabur Red’s functional strength in a relatable and entertaining way,” while CCO Dalip Daniel highlighted the platform’s elasticity in dramatizing confidence, humour, and resilience.
Rolled out across digital and social platforms, the campaign reinforces Dabur Red Paste’s connection to India’s cricket fervour, encouraging fans to “keep cheering and keep munching” while embodying the spirit of strength and resilience.
