Dabur Red Paste Turns #SwitchToFluorideFree Campaign into Nationwide Brand Movement
New Delhi [India], July 28: Building on the momentum from their #SwitchToFluorideFree campaign, Dabur Red Paste has taken a bold next step in its campaign to raise awareness about excessive fluoride exposure. What began as an eye-opening initiative to spark dialogue has now evolved into a nationwide brand movement, encouraging consumers across India to rethink what's really in their toothpaste and make an informed switch to fluoride-free alternatives, challenging several industry giants in the process.
- The national campaign backed by regional influencer storytelling, animated explainer videos, carousel education posts, SEO, search campaigns & purpose-led positioning aims to redefine oral care advertising.
- To execute this campaign, Dabur Red Paste partnered with creative & digital agency Mixed Route Juice to build a full-funnel campaign.
Every morning, millions of Indian families wake up and reach for the same thing: their toothbrush and toothpaste. It's a habit that starts in early childhood and becomes second nature. But a quiet shift in this routine is underway, driven by growing awareness around one key ingredient found in many toothpastes i.e.fluoride.
Across the world, there has been growing concern about the health risks associated with excessive fluoride exposure. According to fluoridealert.org, international studies have highlighted potential links between high fluoride intake and a range of health issues, including neurotoxicity, particularly in children. These findings have led experts and parents alike to question the long-standing practice of fluoride use in everyday dental products and to seek safer, science-backed alternatives.
And this movement is being led by Dabur Red Paste's recent nationwide public awareness campaign titled #SwitchToFluorideFree, aiming to educate Indian households on the potential risks of excess fluoride exposure, especially through daily oral care products like toothpaste.
The trigger? A recent report by the Ministry of Jal Shakti revealed that groundwater in 370 districts across 23 states in India contains fluoride levels beyond the permissible limit. In regions already consuming high levels of fluoride through water, adding more through fluoridated toothpaste, especially since children tend to accidentally swallow the toothpaste, could elevate long-term health risks, like:
- Dental Fluorosis (white or brown spots on teeth)
- Brittle Bones
- Low IQ
"As a brand that has always believed in offering natural, safe, and effective oral care solutions, we felt it was our responsibility to bring this issue to the forefront." said Mr. Prashant Agarwal, Head of Marketing, Oral Care, Dabur India Ltd."#SwitchToFluorideFree is more than a campaign, it's a public health message, urging families to check their toothpaste labels and make the informed choice towards fluoride-free alternatives like Dabur Red Paste."
What makes the campaign particularly powerful is its hyper-local storytelling approach. Influencers from regions most affected by high fluoride in groundwater, such as Uttar Pradesh (UP), West Bengal, Maharashtra, Telangana, Tamil Nadu and Odisha shared contextualized content about the fluoride report, encouraging viewers to "Flip the Pack" and look for safety instructions like "Do Not Swallow".
The messaging culminates in a key call-to-action: #SwitchToFluorideFree, with Dabur Red Paste positioned as a clinically proven, Ayurvedic, fluoride-free toothpaste that fights 7 dental problems.
To execute this campaign, Dabur Red Paste partnered with creative and digital agency Mixed Route Juice to build a full-scale brand movement combining regional influencer storytelling, animated explainer videos, carousel education posts, search engine optimization (SEO), search campaigns and purpose-led positioning aims to redefine oral care advertising.
"Our goal was to bring empathy and urgency to a silent issue hiding in plain sight." said Amrita Sharma, Founder & Creative Director at Mixed Route Juice. "By combining public data, Ayurveda's relevance, and influencer-led narrative, we made the science accessible and the solution obvious. This is the kind of real, meaningful story-telling that we delight in."
With a 360-degree approach to create mass awareness among the parents and healthcare-conscious consumers, the campaign has gained momentum on the digital and offline platforms.
Dabur Red Paste,being fluoride-free toothpaste offers a safer alternative that doesn't compromise on oral health. It helps prevent tooth decay, reduces gum bleeding, fights bad breath, and alleviates sensitivity, while avoiding the risks associated with excessive fluoride.
As oral care becomes part of the larger conversation around preventive health, #SwitchToFluorideFree marks a timely reminder for Indian families to not just brush, but make the wiser choice and brush better.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hindustan Times
6 minutes ago
- Hindustan Times
At what age should you first get your cholesterol checked? Cardiologist reveals: 'If you have a strong family history…'
Cholesterol is a type of lipid that your body needs to function. It forms part of your cell membranes, helps your liver make bile and serves as a building block for hormones. However, the problem arises when you have high levels of LDL cholesterol in your blood. This can lead to an increased risk of heart disease. Therefore, early detection is important, as it can often lead to you taking up life-changing measures. Most people check their cholesterol only when they have a problem. But the question is – when should one check their cholesterol for the first time?(Image by Freepik) Also Read | Cardiothoracic surgeon explains why young people are at risk of heart attack, cardiac arrest; can it be prevented? So, when should you get your cholesterol checked? What is the correct age to get it done for the first time? In an Instagram video post on July 22, Dr Naveen Bhamri, MD, DM (cardiology), revealed the right age to get your cholesterol checked for the first time. He wrote, 'Most people check their cholesterol only when they have a problem…But the question is – when should one check their cholesterol for the first time?' Let's find out what the doctor said. At what age should you first check your cholesterol levels? According to the cardiologist, the general recommendation suggests that a person should get their cholesterol checked at the age of 20 years, and it should be done with a fasting lipid profile. What if the data comes back normal? He said that if your tests show a normal number, then you should repeat the tests after 4-6 years. If you have a strong family history of heart disease, then get your cholesterol checked as early as possible. (Pexels) In case of high-risk patients… However, the story changes if you are a high-risk patient or have a family history. The cardiologist stressed that if you come under the high-risk category, for instance, you have a strong history of heart disease in your family, you have diabetes, you have high blood pressure, you are obese, you smoke regularly, you have PCOS (polycystic ovary syndrome), or you lead a sedentary lifestyle, then you should get your cholesterol checked as early as possible. He added that Indian guidelines say that one should get their first lipid profile done as early as the age of 12 years if they are obese and have a strong family history. 'So, lifestyle changes at an early age can prevent heart disease later,' Dr Bhamri added in the end. Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.
Hans India
6 minutes ago
- Hans India
Indian scientists develop new approach for treatment of liver cirrhosis
New Delhi: A team of Indian scientists has found a new way to treat liver cirrhosis, by targeting the lymphatic vessels in the liver and intestine that fail in case of cirrhosis. Chronic liver disease can progress from mild disease to fibrosis to cirrhosis (also known as scarring). Cirrhosis is accompanied by the distortion of both blood and lymphatic vessels in the liver and the intestine. Patients with advanced cirrhosis often develop complications like fluid accumulation in the abdomen. A team of scientists from the Institute of Liver and Biliary Sciences (ILBS), New Delhi, and National Institute of Pharmaceutical Education and Research (NIPER), Guwahati, focussed on improving the drainage capacity of lymphatic vessels in the liver and intestine by using nanocarriers filled with a powerful protein called VEGF-C. 'Vascular endothelial growth factor-C (VEGF-C) is a key pro-lymphangiogenic factor that activates lymphangiogenesis or new lymphatic vessel growth. It does this through binding to a cell membrane tyrosine kinase receptor, vascular endothelial growth factor receptor-3 (VEGFR-3), the activation of which is essential for the growth and development of new lymphatic vessels,' said the researchers. The team probed the therapeutic efficacy of VEGF-C in ameliorating gut lymphatic dysfunction and improving lymph drainage. Owing to the hydrophilicity, short half-life, and systemic side effects of VEGF-C, the team led by Dr Subham Banerjee from NIPER Guwahati first focused on the development of VEGF-C encapsulated reverse micelle-based nanocarriers, which specifically bind to VEGFR-3 homodimers. Next, the ILBS team, led by Dr Savneet Kaur, tested the developed VEGF-C nanocarriers extensively in animal models of advanced cirrhosis and portal hypertension. The developed molecule was delivered via the oral route to ensure its gut lymphatic vessel uptake in the animal models. The team showed that VEGF-C nanocarriers significantly increased mesenteric lymph drainage, which reduced ascites. Importantly, the treatment also led to an attenuation of the portal pressures, improved cytotoxic T-cell immunity in mesenteric lymph nodes, and reduced local and systemic bacterial load. The research, published in the JHEP Reports journal, is the first to highlight that therapeutic lymphangiogenesis with VEGF-C is a promising treatment for reconstructing the fragmented lymphatic network and restoring lymphatic function and drainage in advanced cirrhosis.
Time of India
5 hours ago
- Time of India
How to reverse diabetes? Nutritionist combines scientific strategies with practical food planning. Check early signs
Scientific Approach to Blood Sugar Control Resistance Training: More Than Just Fitness Spotting the Early Signs Increased thirst and frequent urination Fatigue and persistent tiredness Blurred vision Increased hunger Dry mouth and itchy skin Unintentional weight loss Headaches caused by low blood sugar In recent years, growing awareness around type 2 diabetes has led to new conversations about its management—and in some cases, even reversal. Celebrity nutritionist Ryan Fernando is among the health professionals challenging the belief that diabetes is always a lifelong condition. On Dr. Pal's podcast, Fernando emphasized that with the right combination of diet, exercise, and consistent routines, reversing type 2 diabetes is possible for many individuals, particularly in its early advocates a 'carbohydrate flatline' approach, focusing on stabilizing carbohydrate intake across meals. According to him, irregular eating patterns—like switching from traditional Indian breakfasts one day to high-carb meals the next—can lead to insulin overload and poor blood sugar control. He recommends maintaining a consistent carb intake, particularly at breakfast, ideally around 60 grams. This steady approach, he says, helps prevent insulin spikes and supports better long-term glucose his experience, patients who follow this structured meal plan often see significant improvements. His own father, previously dependent on insulin, managed to bring his blood sugar under control and reduce his medication by following a disciplined food routine and exercise plays a crucial role in Fernando's strategy. But instead of only focusing on cardio, he recommends resistance training as a key to improving insulin sensitivity . Increased muscle mass allows the body to use glucose more efficiently. He encourages incorporating strength-based workouts, such as bodyweight exercises or weightlifting, several times a focus on building lean muscle can help the body absorb more glucose, making it a critical component of diabetes reversal Fernando and others promote lifestyle changes as a powerful tool, many medical professionals stress that not all diabetes cases can be reversed. Experts caution that the term 'reversal' might not be accurate in every situation, especially for individuals who have had diabetes for a long time or rely heavily on insulin. Instead, doctors prefer the term 'remission' for early-stage patients who can maintain normal blood sugar levels without medication for an extended early symptoms is crucial for timely diagnosis and management. According to WebMD, both type 1 and type 2 diabetes share common early warning signs. These include:In type 1 diabetes, symptoms appear quickly and are often more severe, while type 2 diabetes may develop slowly over time, making it harder to detect in the early children, especially those with type 1 diabetes, warning signs might include crankiness, bedwetting, or diaper rash in infants. In children developing type 2 diabetes, symptoms such as skin darkening around the neck and repeated infections are common. Women may also experience more frequent urinary tract or yeast infections.
