Dabur Red Paste Onboards Amitabh Bachchan As Ambassador

Dabur India has signed Bollywood icon Amitabh Bachchan as the new brand ambassador of its flagship Oral Care brand Dabur Red Paste. This comes as a part of Dabur’s endeavour to gain more market share and keep the brand at the top of the consumer’s mind. The brand has come a long way since its inception in 2003. This new campaign is expected to further strengthen the brand’s position.  

In this campaign, Bachchan plays a double role, that of a science man and an Ayurveda expert, where he talks about Dabur Red Paste as the perfect blend of modern science and Ayurveda. The execution is both humorous and informative as it delivers the core message clearly and interestingly. 

Mohit Malhotra, CEO, Dabur India, says, “We are thrilled to have legendary Bollywood actor Amitabh Bachchan on board as the new face of Dabur Red Paste. Dabur Red Paste combines the best of traditional Ayurveda and modern-day Science to offer our consumers complete oral hygiene. Amitabh Bachchan, with his high level of trust, popularity, credibility, and unique ability to connect with both younger and older generations, perfectly embodies the brand values of Dabur Red Paste. We welcome him to the Dabur family and are confident that this association will further strengthen the brand and help us build a better connect with our consumers.”  

Amitabh Bachchan, speaking on the occasion comments, “I am happy to endorse Dabur Red Paste, a trusted brand from the House of Dabur. We all know the importance of oral hygiene in our health and wellbeing, Dabur Red paste being Ayurvedic toothpaste, with its inherent benefits is the answer to this need.” 

Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy India adds, “Working with Bachchan has always been an absolute privilege. I’m delighted that we have got an opportunity to collaborate with him for our partners at Dabur. Dabur Red Paste is a much-loved Indian brand and has been going from strength to strength. With Bachchan’s association, it is sure to soar to new heights.” 

Prakash Nair, President & Head of Office, Ogilvy India (North) states, “The brief was to communicate how Dabur Red Paste uses the power of science to extract the best of Ayurveda. And when India's #1 Ayurvedic toothpaste decides to spotlight its efficacy, it is only fair that it is done by someone of stature, someone who the consumers look up to. Thus Mr. Bachchan came on board. The challenge then was to have a script that does justice to both.”