Chaubey Ji Makes a Comeback In Dabur Red’s New Commercial

The Ayurvedic Toothpaste, Dabur Red Paste, has launched three films adding to the ‘#ChabaateyRahoIndia’ series, advising people to remain tough, resolute, and prepared against the pandemic.

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.

The campaign highlights that consumers have increased their focus on building immunity with the onset of the pandemic. While immunity-boosting foods like Amla, Ginger, and Turmeric 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.

The campaign films created by Ogilvy features the popular Chaubey Ji, played by the TV actor Manoj Pahwa. In the films, Chaubey Ji chews 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 films are part of the ‘#ChabaateyRahoIndia’ series on tough to chew ‘immunity building foods’ that we consume to boost our immunity.

Ritu Sharda, CCO, Ogilvy (North): “The ‘#ChabaateyRahoIndia’ series by Dabur Red Paste makes a comeback this year and our favorite ‘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. said, “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.”