Dabur Red Paste expands fluoride-free push with nationwide campaign

Building on its #SwitchToFluorideFree campaign, Dabur Red Paste has expanded its efforts to raise awareness about excessive fluoride exposure. The campaign now encourages consumers across India to reconsider their toothpaste choices and opt for fluoride-free alternatives, positioning itself against several major industry players.

Every morning, millions of Indian families use toothpaste as part of their routine. However, growing awareness about fluoride in many toothpaste brands is prompting some to rethink this daily habit.

Across the world, there has been growing concern about the health risks associated with excessive fluoride exposure. According to fluoridealert.org, international studies have highlighted potential links between high fluoride intake and a range of health issues, including neurotoxicity, particularly in children. These findings have led experts and parents alike to question the long-standing practice of fluoride use in everyday dental products and to seek safer, science-backed alternatives.

Dabur Red Paste’s nationwide public awareness campaign, #SwitchToFluorideFree, aims to educate Indian households on the potential risks of excess fluoride exposure from daily oral care products like toothpaste.

The campaign was triggered by a report from the Ministry of Jal Shakti, which found that groundwater in 370 districts across 23 states has fluoride levels above the permissible limit. In areas where people already consume high fluoride through water, using fluoridated toothpaste—especially as children often swallow it—could increase long-term health risks such as:

• Dental fluorosis (white or brown spots on teeth)
  

• Brittle bones
  

• Reduced IQ

“As a brand that has always believed in offering natural, safe, and effective oral care solutions, we felt it was our responsibility to bring this issue to the forefront.” said Prashant Agarwal, head of marketing, oral care, Dabur India “#SwitchToFluorideFree is more than a campaign, it’s a public health message, urging families to check their toothpaste labels and make the informed choice towards fluoride-free alternatives like Dabur Red Paste.”

The campaign uses a hyper-local storytelling approach. Influencers from regions with high fluoride levels in groundwater, including Uttar Pradesh, West Bengal, Maharashtra, Telangana, Tamil Nadu, and Odisha, shared content about the fluoride report. They encouraged viewers to “Flip the Pack” and check for safety instructions like “Do Not Swallow.”

Dabur Red Paste partnered with creative and digital agency Mixed Route Juice to execute the campaign. It included regional influencer content, animated explainer videos, carousel education posts, SEO, search campaigns, and purpose-led messaging to promote fluoride-free oral care.

“Our goal was to bring empathy and urgency to a silent issue hiding in plain sight.” said Amrita Sharma, founder and creative director at Mixed Route Juice. “By combining public data, Ayurveda’s relevance, and influencer-led narrative, we made the science accessible and the solution obvious. This is the kind of real, meaningful story-telling that we delight in.”

The campaign used explainer videos and carousel formats to drive awareness and sharing. Influencer-led content in local dialects and real-time responses from parents and health-conscious consumers helped it gain traction on digital and offline platforms.