Hyper-local influencer storytelling, digital activations, and purpose-led messaging challenge industry norms and redefine oral care advertising
Campaign’s You tube Link:
NEW DELHI, July 2025 – Dabur Red Paste has transformed its #SwitchToFluorideFree awareness drive into a nationwide brand movement, urging Indian families to rethink their everyday oral care choices. What began as a conversation starter about excess fluoride exposure has now evolved into a powerful call-to-action, reshaping how consumers look at toothpaste and sparking a dialogue on safer alternatives.
Millions of Indian households start their day with a toothbrush and toothpaste—yet few question what’s inside the tube. Dabur’s campaign shines a spotlight on fluoride, an ingredient widely used in conventional toothpastes but now under scrutiny for its potential long-term health risks.
International studies, including findings from fluoridealert.org, have linked excess fluoride intake to neurotoxicity in children and other health concerns. The urgency intensified after a Ministry of Jal Shakti report revealed fluoride levels beyond permissible limits in groundwater across 370 districts in 23 states, exposing communities to heightened risk through both drinking water and fluoridated toothpaste.
This overexposure has been associated with conditions like:
Dental Fluorosis (white or brown tooth spots)
Brittle Bones
Reduced IQ in children
“Flip the Pack” – Driving Informed Choices
“As a brand rooted in natural, safe, and effective oral care, we felt it was our duty to address this silent health issue,” said Prashant Agarwal, Head of Marketing, Oral Care, Dabur India Ltd.
> “#SwitchToFluorideFree is not just a campaign; it’s a public health message. We want families to read their toothpaste labels, understand the risks, and make an informed switch to fluoride-free alternatives like Dabur Red Paste.”
The campaign highlights Dabur Red Paste as a clinically proven Ayurvedic solution that fights 7 dental problems without fluoride, offering families a safer alternative without compromising oral health.
A Hyper-Local, Purpose-Led Storytelling Approach
To maximize impact, Dabur adopted hyper-local influencer storytelling, focusing on states most affected by fluoride-contaminated groundwater, including Uttar Pradesh, West Bengal, Maharashtra, Telangana, Tamil Nadu, and Odisha. Influencers created contextual content referencing the fluoride report, encouraging viewers to “Flip the Pack” and check for safety warnings like “Do Not Swallow.”
The campaign was further amplified through:
Regional influencer videos
Animated explainers
Carousel educational posts
SEO-optimized content and search campaigns
Redefining Oral Care Advertising
Dabur partnered with creative and digital agency Mixed Route Juice to create a full-funnel, purpose-driven movement.
> “Our goal was to bring empathy and urgency to a hidden health issue,” said Amrita Sharma, Founder & Creative Director, Mixed Route Juice. “By combining government data, Ayurveda’s relevance, and relatable storytelling, we made science accessible and the solution obvious.”
With a 360-degree digital and offline approach, the campaign has gained momentum among parents, health-conscious consumers, and oral care advocates, pushing oral care into the larger conversation of preventive health.
A Safer, Smarter Choice for Oral Care
Dabur Red Paste, being fluoride-free, helps prevent tooth decay, gum bleeding, bad breath, and sensitivity—without the health risks linked to excess fluoride exposure.
As oral care awareness grows, #SwitchToFluorideFree stands as a timely reminder for Indian families to not just brush, but brush better.
About Dabur Red Paste
Dabur Red Paste is a flagship Ayurvedic toothpaste from Dabur India Ltd., formulated with time-tested natural ingredients to provide comprehensive oral care. Trusted by millions, Dabur Red Paste is known for its safe, effective, and fluoride-free dental protection.
