Dabur’s Bold Move to a No Laughter Challenge

Let’s face it – brushing every morning is a mundane chore. Toothpaste brands have spent years urging us to brush twice daily, promising everything from sparkling teeth, fresh breath, and strong gums to zero tooth decay and natural ingredients. Every possible trope has been used to entice customers.

Dabur Herb’l Activated Charcoal Black Toothpaste already stood out in a sea of white tubes. But they wanted to go further – not just with the product, but with how they engaged consumers. They challenged us to create something fresh, disruptive, and engaging, without product showcases, performance marketing, or standard claims. A tough ask?

Dabur Herb’l’s intent was clear: captivate consumers without falling back on category clichés. So, we decided to flip the script entirely. If every toothpaste brand encourages you to smile confidently, why not do something anti-category? Maybe. 

We found the answer in the most unexpected place: humor with a  twist. What if a toothpaste brand told you not to laugh? It sounded odd, unconventional, and exactly what we needed. We realized the best way to spark engagement wasn’t another ad, but an entertaining, challenge-driven piece of content. 

What started as an experiment soon turned into a blockbuster success. Dabur Herb’l recognized the potential and decided to build ‘Batissi Mar Dikha’ as their proprietary content IP.

This playful, out-of-the-box approach not only underscored the brand’s unconventional personality but also invited consumers to see oral care through a fresh, humorous lens. We enabled Dabur Herb’l to successfully tap into emerging subcultures, connecting with audiences outside the rigid boundaries of traditional oral care branding and proving that sometimes the best way to make people smile is by asking them not to.