Dabur India recently launched a print advertisement for its Dabur Red toothpaste, centered around the concept of “national products,” sparking heated discussion on social media.
The ad positioned Dabur Red as a truly local toothpaste brand and emphasized the Prime Minister’s call for “Make in India.”
The ad featured the tricolors of the Indian flag and posed a provocative question: “Made in India, not locally? Did you know your favorite toothpaste brand is actually from the United States?” The ad was intended to urge consumers to reconsider their reliance on multinational brands.
The ad featured Dabur Red toothpaste prominently, with other brands positioned below. Feedback was also provided to encourage engagement.
The ad quickly sparked controversy on social media. Some praised Dabur’s national brand positioning, seeing it as a powerful challenge to global giants like Colgate and Sensodyne; others criticized the ad’s aggressive approach, even spiking with “opportunistic nationalism.”
The split was particularly pronounced on LinkedIn. Marketing expert Kushal Sanghvi called it a “smart differentiation strategy” and praised Dabur for aligning with national sentiment.
Communications consultant Karthik Srinivasan cautioned that brands like Colgate, with decades of experience in India and a large Indian workforce, are unfairly labeled “foreign brands.” He warned that such campaigns fueled by national sentiment may not be sustainable in the long run.
Some users supported Dabur’s approach, arguing that Western fast-moving consumer goods companies, having previously denigrated Indian traditions, could be a form of retaliation against being questioned.
Others, however, criticized the ad as “cheap” and “out of touch with reality,” suggesting that Dabur should focus more on product quality rather than relying too heavily on nationalistic marketing.
The ad was also criticized for its inconsistency: Dabur emphasizes “Indian pride” while exporting to over 120 countries, making it a global brand.
Many commentators emphasized that consumers ultimately make their choices based on quality and reliability, not slogans. One user bluntly stated, “No matter how patriotic the propaganda is, people will still line up outside iPhone stores.”
Overall, supporters see this as a positive move that celebrates local identity, while critics worry its aggressive approach could alienate some consumers.