In a toothpaste market obsessed with minty freshness and crystals, Vicco Vajradanti recognized a crucial shift needed—focusing on solving gum issues rather than just offering pleasing sensorial experiences. Our consumer research revealed a clear truth: customers seeking relief from gum problems stayed loyal, while those prioritizing taste and texture dropped off. The product’s true value was in its effectiveness, not in indulgent flavors.
This honesty became the foundation of our campaign. With the bold, no-nonsense tagline “Mazedaar Nahi, Asardaar”, we directly addressed the product’s purpose: it’s not for those seeking a pleasurable brushing experience, but for those in need of real gum relief. The campaign reflected this candid approach through straightforward, unpretentious films that resonated with consumers’ needs.
By embracing the brand’s authentic promise, we transformed Vicco Vajradanti from a nostalgic name into a preferred choice for gum health, achieving a shift in consumer perception.
