The ‘Chautha Bandar’ Roars: Dabur Red Paste Takes on India’s Ignored Dental Woes

Dabur India Ltd.’s iconic Ayurvedic toothpaste brand, Dabur Red Paste, has unveiled a powerful new digital video campaign (DVC) urging families to seek “Freedom from the Chautha Bandar.” Drawing inspiration from Mahatma Gandhi’s legendary three monkeys—that taught us to see no evil, hear no evil, and speak no evil—the campaign introduces a symbolic fourth monkey, representing the often-ignored oral health problems silently troubling millions of Indians.

The film creatively dramatizes Dabur Red Paste’s mission to safeguard households from common yet overlooked dental issues such as cavities, plaque, gum bleeding, sensitivity, and bad breath. Through this thought-provoking narrative, the brand emphasizes the importance of not turning a blind eye to oral health concerns.

Recognized by the Indian Dental Association (IDA) for its proven efficacy in improving oral hygiene, Dabur Red Paste reinforces its call to action—urging consumers to ‘ignore no evil’ when it comes to dental problems and to choose Dabur Red Paste as their trusted partner in everyday oral care.

“We want every Indian to take a pledge of freedom from dental problems, with the scientifically proven protection of Ayurveda. By bringing in the idea of a fourth monkey, we’ve contextualised a modern-day challenge: oral health problems that continue to be a nemesis of millions of households,” said Prashant Agarwal, Head of Marketing – Oral Care, Dabur India Ltd.

The campaign was conceptualised and executed end-to-end by Mixed Route Juice, covering everything from ideation and scripting to production and distribution. Speaking on the collaboration, Amrita Sharma, Founder and Creative Director at Mixed Route Juice, said: “The challenge was creating a narrative that truly resonated with the audience, given the significance of the cause. The ‘chautha bandar’ emerged as the perfect creative device to dramatise dental mischief in a way that is simple, relatable, and highly shareable.”

With this DVC, Dabur Red Paste continues its mission of modernising Ayurveda for today’s families, combining traditional protection with clinical proof and credibility. The campaign is aimed at amplifying Dabur Red Paste’s message of oral care rooted in heritage proven by science.