The Campaign

A cavity is an uninvited invader that creates havoc in the eco-system, leading to some severe damage. We’ve demonstrated the same with a touch of humour.

Creative Execution

We used illustrations of animals in tandem with illustrations of the threat to them. We ensured the sheep, hens, polar bears and even the threats representing dental cavities clearly are in the shape of teeth. The illustration is done digitally while taking care of keeping the expressions varied and slightly humorous.

Indication of how successful the outcome was in the market

The campaign managed to get attention and made the audience smile. It was evident from the rise in sales at multi-retail stores, across India.

More than 90% Indians suffer from cavity problems. And the repeated reminders, instructions to cure cavities from Dentists and leading dental care brands, usually have a strict tone of voice. They sounded redundant. Dabur Meswak, tried to ease this seriousness in the dental care category with the help of a print, outdoor campaign that demonstrated the ill-effects of cavity, with a touch of humour. The campaign struck a chord with our target group, comprising of adults – men and women. It made them smile, and carried the message home, reinforcing Dabur Meswak anti-cavity toothpaste’s proven efficacy against cavity problems.