Dabur India has stirred the pot in the oral care segment with a bold new print campaign for Dabur Red Toothpaste, taking a pointed jab at rival Colgate, the category leader.
The campaign, rolled out across major newspapers, positions Dabur Red as “The Swadeshi Choice”, contrasting it with what it calls “foreign” alternatives. The ad features the toothpaste in packaging inspired by the Indian tricolour, accompanied by the provocative line:
“Born there, not here? Do you know your favourite toothpaste brand is American?”
This not-so-veiled dig at Colgate aligns with the government’s “vocal for local” initiative, tapping into cultural pride and national sentiment. With this, Dabur aims to spark more than just brand recall-it wants to ignite a broader conversation around identity, origin, and choice.
Mixed reactions online
The campaign has drawn sharp reactions. While some lauded Dabur for championing local roots, others criticised the move as nationalistic grandstanding that sidesteps the product’s core benefits. A segment of consumers also raised concerns about reducing brand preference to a binary “us vs. them” equation.
Context and strategy
Colgate commands about 44% of India’s ₹16,000-crore toothpaste market. Dabur, positioning itself around ayurvedic efficacy and affordability, has steadily gained ground. This latest campaign comes amid rising Indo-US trade tensions and tariff shifts-adding a geopolitical undertone to the message.
In a notable move, Dabur invited consumer feedback directly through the print ad-highlighting a rare moment where commerce, culture, and nationalism meet on the same shelf.
