Dabur Red Paste is a popular toothpaste brand in India, known for eliminating dental problems such as gum disorders and bad breath. However, it wasn’t recognised for giving one shinier, whiter teeth, something that a lot of consumers look for in their toothpaste.

To tackle this perception, we created a radio spot highlighting the specific benefit of getting whiter teeth with the use of Dabur Red Paste. Our spot uses a person trying to show off his teeth at every given opportunity, while accepting an award in front of a large audience.