Chaubey Ji makes a comeback

In the wake of the COVID pandemic, both businesses and consumers are focusing on essentials. Most of the communication has been a creative rendition of social distancing and washing hands, the two most important preventive measures to break the chain. However, a third was added –building immunity - and this gained momentum post the directives from the Ayush ministry. 

While immunity boosting foods like Amla, Ginger and Haldi are commonly consumed in India, but as beneficial as they are in fighting diseases, they are quite tough to chew and hard on the teeth.Drawing from an inherent product truth of healthy and strong teeth, Dabur Red Paste - the No. 1 Ayurvedic toothpaste - launched 3 films adding to the ‘#ChabaateyRahoIndia’series, advising people to remain tough, resolute and prepared against the pandemic. Done in the usual fun and light hearted manner that we all have come to like about the ‘#ChabaateyRahoIndia’ series, the thought is brought to life through tough to chew ‘immunity building foods’, that we consume to boost our immunity. In the film, we can see our protagonist ‘Chaubey Ji’ chewing through the toughest foods like Amla, Ginger and raw Turmeric to prepare himself against the pandemic but is not fazed by their toughness because he uses Dabur Red Paste.The brand campaign comprises a series of films that have been conceptualized by Ogilvy Gurgaon. 

Ritu Sharda, CCO, Ogilvy (North): “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favourite ‘Chaubey Ji’ is here to chabao some things that are important for all of us to stay fit. While everyone talks about chewing on haldi, ginger and amla, we understand that they are hard to bite, and one would need healthy teeth to chew them properly.  So, make your teeth strong to make your immunity strong.  Chabatey raho india , aur har problem ko bhagatey raho.” 
Shouvik Roy, President and Head of Office:“The platform of ‘#ChabaateyRahoIndia’ for the brand Dabur Red Paste is all about chewing through adversity. It was a challenge to bring back ‘Chaubey Ji’ without cricket especially in this current situation. Yet again, the strong teeth and ‘chaba dalengey’ connect gave birth to 3 beautiful films.” 
Harkawal Singh, Head Marketing, Oral Care, Dabur India Ltd.: “Dabur Red Paste - the #1 ayurvedic toothpaste - stands for providing strong teeth and complete oral protection with clinically proven Ayurveda. Though, this is a serious and efficacious proposition, we created a platform ‘#ChabaateyRahoIndia’ to make it engaging for consumers; celebrating their love for food, their resolve to chew away obstacles, and, their will to chew away every hardship and stand tall. In our effort to connect with people and give oral health another fun twist, we are bringing out Season 2 of the endearing ‘Chaubey Ji’ films in which Mr. Manoj Pahwa again helps deliver the brand’s message, urging people to focus on oral health for overall health.”