Brands
Dabur Red brushes up awareness on fluoride-free oral care
MUMBAI: In a bold move to redefine oral health conversations, Dabur Red Paste has launched the ‘Switch to fluoride free’ campaign, questioning the long-standing presence of fluoride in toothpaste. The month-long initiative aims to spark a nationwide dialogue on the potential risks of fluoride, especially in regions where its overconsumption is already a concern.
Taking the conversation beyond the toothbrush, the campaign will travel across multiple cities, educating consumers about oral care ingredients that are often overlooked. It aims to debunk myths surrounding fluoride’s role in oral hygiene and highlight the need for more natural alternatives.
Dabur India has partnered with Mixed Route Juice, a Delhi- and Bangalore-based marketing agency, to execute the campaign through on-ground activations, influencer collaborations, and digital storytelling.
Dabur India Ltd executive vice president for marketing Abhishek Jugran said, “With this campaign we aim to drive awareness towards a crucial but often times concealed issue. Our goal is to ensure that consumers make informed choices for themselves that will automatically lead to a healthy population. We are also aiming to shake up traditional marketing beliefs with this campaign. Everything that works for the international market isn’t in the best interest of Indian Markets. Our products are centered around effortlessly plugging in the need gaps in Indian markets with Natural Ingredients that have been tried and tested over years. Our call out to our consumers is simple. Read up, research and make independent informed choices.”
Speaking about the campaign, Mixed Route Juice founder & creative director Amrita Sharma said, “At MRJ, we are all for meaningful, purpose driven communications. We are grateful that this opportunity came our way and we could add Dabur and the product Red toothpaste in particular to our portfolio. We’ve used a mixed media touch-points approach where digital becomes a central pillar, on-ground activations driven in priority markets to spread awareness and influencers as media vehicles for driving conversations.”
For decades, fluoride has been positioned as a cavity-fighting hero in toothpaste. However, emerging research suggests that excessive fluoride exposure can lead to skeletal fluorosis, thyroid dysfunction, brittle bones, and cognitive issues in children. Studies indicate that fluoride levels exceeding 1.5 mg/L in drinking water could be linked to lower IQ levels in children.
Despite its widespread use, fluoride can accumulate in the body over time, raising concerns about long-term health effects on bones, the liver, kidneys, and mental well-being. Given these risks, fluoride-free oral care is gaining global traction, with many experts advocating for a shift to safer, natural alternatives.
With ‘Switch to fluoride free’, Dabur Red is challenging conventional wisdom and urging consumers to take a closer look at their toothpaste choices. As the movement gains momentum, one thing is clear, oral health conversations are getting a much-needed refresh.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
