Purana Toothpaste Laao, Babool Le Jaao

Consumer & Trade Activation Campaign

Dabur Babool, a trusted Ayurvedic toothpaste brand, launched the “Purana Toothpaste Laao, Babool Le Jaao” initiative to expand its market reach, increase brand visibility, and drive product sales. The campaign focused on engaging consumers in rural areas through a unique toothpaste exchange program, coupled with on-ground activations and digital initiatives.

Objectives

Increase brand visibility in rural areas.
Drive sales and market share for Dabur Babool toothpaste.
Educate consumers on product benefits.
Strengthen retailer partnerships.

Target Audience

Rural consumers, primarily women aged 18-50, responsible for household purchases.

Concept

A toothpaste exchange program where consumers swapped their old toothpaste for Dabur Babool, supported by on-ground activations like van visits, barber shop partnerships, and haat engagements.

EXECUTION

Mobile Van Drive: Consumers exchanged old toothpaste for Dabur Babool.
Barber Shop Partnerships: Product sampling and point-of-sale materials at barber shops.
Haat Activations: Interactive games and product sampling at local markets.
Retailer Support: Provided promotional materials and sales support.