11 October 2022


World’s No.1 Ayurvedic Oral Care brand Dabur Red Paste from India’s leading Science-based Ayurveda expert Dabur India Ltd has unveiled a special musical Video  ‘Desh ka Lal  x Eir Bir Phatte’ to celebrate the 80th Birth Anniversary of legendary actor and Bollywood icon Mr. Amitabh Bachchan.

Mr. Abhishek Jugran, Vice President-Marketing, Dabur India Ltd said: “The entire Dabur family joins me in wishing Mr Amitabh Bachchan a very Happy Birthday. We are all extremely thrilled to mark his 80th birthday with this special music video. It becomes even more special with Mr. Bachchan himself performing the popular song ‘Eir Bir Phatte’ in a brand new avatar. The new campaign is a musical yet informative way of highlighting how Dabur Red Paste combines the best of Ayurveda and modern-day Science for complete oral care.”

Mr. Harkawal Singh, Marketing Head – Oral Care, Dabur India Ltd said “The Special Musical Video, conceptualised by Ogilvy starring the Superstar, has been released to highlight the superiority of Dabur Red Paste in maintaining problem-free healthy Oral Care , enabling everyone to enjoy the wide variety of Indian delicacies. Mr. Amitabh Bachchan has made the music video more interesting with his singing, style and appearance in a never seen before avatar explaining how Dabur Red Paste, the World’s No.1 Ayurvedic Toothpaste, helps fight dental problems, making it the perfect solution for your Oral Care. The new campaign featuring the superstar will soon hit the television screens and will be live across different digital platforms”.

Ritu Sharda, CCO, Ogilvy India (North) says, “We are absolutely honoured to have been able to collaborate with Mr. Bachchan on his version of the iconic ‘Eer Bir Phatte’ which he has beautifully rendered for our iconic brand Dabur Red Paste. To witness him sing and perform with such passion was a once in a lifetime experience. We know this is going to take the market by storm and it’s going to be loved by everyone. So, just press play and enjoy!”

Prakash Nair, President & Head of Office, Ogilvy India (North) says:  “When India’s number one Ayurvedic toothpaste, Dabur Red Paste and India’s favourite number one cinema star Mr. Amitabh Bachchan got together, we decided to go beyond just an ad – we tapped into a Mr. Bachchan’s classic, to land what could’ve been just another product superiority story.”

About Dabur Red Paste: Dabur Red Paste is a unique blend of traditional Indian medicine and modern pharmaceutical technology bringing out the best of both. This side effects free, effective formulation is useful for maintaining oral hygiene and keeping the gums and teeth healthy. Dabur Red Paste is packed with the power of 13 active Ayurvedic ingredients like Laung Pudina & Tomar among others that keep all your dental problems away. Dabur Red Paste is clinically proven to fight 7 dental problems like toothache, plaque, bad breath, yellow teeth, cavities & gives three times better gum care than ordinary toothpaste.

About Dabur India Ltd: Dabur India Ltd is one of India’s leading FMCG Companies. Building on a legacy of quality and experience for 138 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India’s FMCG portfolio includes nine Power Brands – Dabur Chyawanprash, Dabur Honey, Dabur Honitus, Dabur Pudin Hara and Dabur Lal Tail in the Healthcare space; Dabur Amla, Dabur Red Paste and Vatika in the Personal care space; and Réal in the Foods category.


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