Campaign leverages regional influencers, animated explainers, and purpose-led storytelling to redefine oral care advertising
New Delhi, July 23, 2025: Dabur Red Paste has scaled its #SwitchToFluorideFree campaign into a full-fledged brand movement, urging Indian families to reconsider the health risks of excessive fluoride exposure in their daily oral care routines. What began as an awareness drive has now grown into a national call-to-action, encouraging consumers to “Flip the Pack” and choose safer, fluoride-free alternatives.
The campaign was sparked by a Ministry of Jal Shakti report highlighting dangerous fluoride levels in groundwater across 370 districts in 23 Indian states. In areas already exposed to fluoride through water, adding fluoridated toothpaste—particularly for children who may swallow it—can heighten long-term risks like dental fluorosis, brittle bones, and neurodevelopmental concerns.
“As a brand rooted in Ayurveda and natural care, it’s our responsibility to highlight this silent health risk,” said Prashant Agarwal, Head of Marketing – Oral Care, Dabur India Ltd.
“#SwitchToFluorideFree is more than a campaign; it’s a public health initiative empowering families to check labels and make informed, safer choices like Dabur Red Paste.”
Hyper-Local Storytelling & Full-Funnel Execution
To ensure the message resonated deeply, Dabur partnered with creative and digital agency Mixed Route Juice to build a full-funnel campaign. Key elements include:
Regional influencer storytelling in fluoride-affected states like Uttar Pradesh, West Bengal, Maharashtra, Telangana, Tamil Nadu, and Odisha.
Animated explainer videos simplifying the science behind fluoride exposure.
Carousel educational posts to drive shareability and awareness.
SEO and search campaigns targeting conscious parents and health-focused consumers.
Purpose-led messaging positioning Dabur Red Paste as a clinically proven, fluoride-free Ayurvedic solution for seven common dental problems.
“Our goal was to make a complex issue accessible and relatable,” said Amrita Sharma, Founder & Creative Director at Mixed Route Juice. “By blending public data, Ayurveda’s credibility, and real regional voices, we created a story that feels urgent yet empowering.”
Redefining Oral Care Advertising
The campaign has ignited conversations online and offline, with high-engagement formats like reels, hyper-local dialect content, and parent-driven testimonials. Dabur Red Paste continues to champion fluoride-free oral care that doesn’t compromise on protection against tooth decay, gum bleeding, bad breath, and sensitivity.”
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As preventive health becomes central to family wellness, #SwitchToFluorideFree is a timely reminder for households to choose safer, more conscious oral care alternatives.
About Dabur Red Paste
Dabur Red Paste is an Ayurvedic toothpaste that offers complete oral care without fluoride. Clinically proven to fight seven dental problems, it is trusted by millions of Indian households for its natural, effective formulation.
Compaign You tube Link: