Dabur Red Paste revolutionizes oral care at Kumbh 2025 with ‘Dant Snan’ initiative

Kumbh Mela 2025 witnessed a unique confluence of tradition and oral care as Dabur Red Paste seamlessly integrated oral hygiene into the sacred rituals of millions of pilgrims. With a series of engaging activations, including the mythological enactment ‘Dantasur vs Dantlal,’ the innovative ‘Dant Snan’ booths, and on-ground performances, the brand redefined the importance of oral health in India’s largest spiritual gathering.

Bridging Mythology & Oral Care with ‘Dantasur vs. Dantlal’

Kumbh Mela has always been a battle between faith and devotion, much like the legendary Samudra Manthan, where Devas and Asuras fought for the divine nectar. Taking inspiration from this mythology, Dabur Red Paste introduced ‘Dantasur vs. Dantlal’—a Nukkad Natak performance that reimagined the battle between the seven dental problems (Dantasurs) and the ultimate savior, Dantlal (Dabur Red Paste).

Speaking on the concept, Mr. Prashant Agarwal, Head of Marketing, Dabur India Ltd., said:

“At Dabur, we believe in taking oral care beyond just brushing—making it a cultural habit deeply rooted in tradition. Through ‘Dantasur vs. Dantlal,’ we translated oral hygiene into a compelling mythological story that resonated with millions of Kumbh pilgrims.”

‘Dant Snan’ – A New Ritual Before the Sacred Dip

Recognizing that pilgrims engage in a ritual bath (Kumbh Snan) before prayers, Dabur Red Paste introduced the ‘Dant Snan’ initiative—a unique on-ground activation that encouraged devotees to cleanse their teeth before taking the sacred dip.

Specially designed Dant Snan booths were set up across the mela, offering pilgrims a refreshing oral hygiene experience before their prayers.
Thousands of devotees experienced the power of 13 Ayurvedic ingredients, reinforcing Dabur Red Paste’s commitment to holistic oral care.

“Our philosophy is simple—just as Kumbh Snan purifies the soul, Dant Snan purifies the mouth. By creating this ritual, we emphasized that oral hygiene is an essential part of personal well-being, even in spiritual journeys,” said Mr. Prashant Agarwal, Head of Marketing – Oral Care, Dabur India Ltd.

Bringing Ayurveda to Life with ‘Dant Manthan’

To further connect with the ethos of Kumbh, Dabur Red Paste introduced ‘Dant Manthan’—an on-ground experience mirroring the legendary ‘Samudra Manthan’.

Just as Samudra Manthan led to the emergence of Amrit (nectar), ‘Dant Manthan’ highlighted how churning together 13 Ayurvedic ingredients creates the powerful Dabur Red Paste formula.
This activation reinforced the brand’s heritage of Ayurveda-backed oral care solutions.

Spreading the Message through Digital PR & Influencers

To amplify this cultural movement, Dabur Red Paste leveraged digital platforms and influencer marketing:

‘Prarthna se Pehle Dant Snan’ Digital Film – A lighthearted, engaging video capturing the essence of the entire Kumbh activation.

Nukkad Natak DVC – The theatrical performance was transformed into a compelling digital film to extend its reach beyond Kumbh.

Influencer-Led Awareness – Regional folk influencers created ‘Kumbh Invite Videos’, urging devotees to embrace the ‘Dant Snan’ ritual before Kumbh Snan.’

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Sampling & Consumer Engagement

A key highlight of the campaign was sampling stalls set up across Kumbh Mela, where thousands of devotees received free Dabur Red Paste samples. This ensured they could experience the benefits of Ayurveda-backed oral care first-hand.

“Kumbh is one of the most culturally significant events, and we ensured our message of oral care reached audiences beyond the mela through digital storytelling. By combining on-ground experiences with high-impact digital activations , influencer collaborations, and engaging content, we made ‘Dant Snan’ a conversation starter across social media and news platforms.” concluded Ms. Jasleen Kaur Kohli – HPC Digital Lead, Dabur India Limited.