Therapy can fix a lot. Even a toxic relationship with your toothpaste.
Challenge
Vicco Vajradanti, a 70-year old oral care brand was struggling to connect with young India. Reason? It was perceived as grandpa’s brand and the youth had no visible reason to shift from their minty and sweet toothpaste.
Insight
Most Indians use toothpaste to counter gum problems. Even when the irony stares right in their faces. They do not even wonder how could a “tooth”paste solve their gum problems?
Idea
India’s most popular actress breaks up from her sweet, popular toothpaste and chooses India’s Gum Expert.
Execution
We launched the dramedy film along with Print, OOH, and Social Media campaign to expose the irony of using toothpastes to counter gum problems. The messaging concluded with Vicco Vajradanti being the expert for gum care with the power of 18 Ayurvedic herbs backing the claim.
Brand
Vicco Laboratories
Campaign
India’s Gum Expert
Agency
The Womb
Role
Writer & Senior Creative Partner