Dabur Red invokes swadeshi pride to take on global toothpaste rivals

In a full-page advertisement published in The Times of India, Dabur Red toothpaste positioned itself as “The Swadeshi Choice,” emphasizing its identity as a product “Made in India. For Indians.”

The ad highlights Dabur Red’s Ayurvedic credentials and lists 10 clinically proven benefits, while contrasting itself against “American” toothpaste brands with the line: “Born there, not here.” Without naming competitors, the creative asks consumers to choose between local and foreign origins, tapping into the ongoing “vocal for local” sentiment.

The communication comes at a time when Indian brands across FMCG and personal care are increasingly foregrounding their roots in response to growing consumer preference for homegrown products. The ad also reinforces Dabur’s long-standing positioning of combining Ayurveda with oral care science.

The bold comparative tone marks a notable move in the toothpaste category, which has long been dominated by multinational players. By drawing attention to the origin of brands, Dabur is making a direct appeal to consumer nationalism while underlining its heritage.

The campaign also invites consumer engagement through a helpline and QR code, further extending the conversation beyond print.