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Introduction of Toothpaste

Toothpaste is a paste or gel dentifrice used with a


toothbrush as an accessory to clean and maintain the aesthetics and health of teeth.
Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing
the dental plaque and food from the teeth, assists in suppressing halitosis, and delivers
active ingredients such as fluoride or xylitol to help prevent tooth and gum disease
(gingivitis). Most of the cleaning is achieved by the mechanical action of the toothbrush,
and not by the toothpaste. alt and !a"ing soda are among materials that can be
substituted for commercial toothpaste. Toothpaste is not intended to be swallowed.
Toothpastes or powders came into general use in the #$th century. The
%ree"s, and then the &omans, improved the recipes for toothpaste by adding abrasives
such as crushed bones and oyster shells. 'n the $th century, the (ersian musician and
fashion designer )iryab invented a type of toothpaste, which he populari*ed throughout
'slamic pain. The exact ingredients of this toothpaste are un"nown, but it was reported
to have been both +functional and pleasant to taste+. 't is not "nown whether these early
toothpastes were used alone, were to be rubbed onto the teeth with rags, or were to be
used with early toothbrushes, such as neem,tree twigs and miswak.-ashington heffield
made the original collapsible toothpaste tubes lead.
Tooth powder
Tooth powders for use with toothbrushes came into general use in the #$th century in
!ritain. Most were homemade, with chal", pulveri*ed bric", or salt as ingredients. .n
#/00 1ome 2ncyclopedia recommended pulveri*ed charcoal, and cautioned that many
patented tooth powders that were commercially mar"eted did more harm than good.
Modern toothpaste
.n #/th century .merican and !ritish toothpaste recipe called for burnt bread. .nother
formula around this time called for dragon3s blood (a resin), cinnamon, and burnt alum.
!y #$44, a paste made of hydrogen peroxide and ba"ing soda was recommended for use
with toothbrushes. (re,mixed toothpastes were first mar"eted in the #$th century, but did
not surpass the popularity of tooth,powder until -orld -ar '. 'n #/$5, 6r. -ashington
heffield of 7ew 8ondon, 9onnecticut, manufactured toothpaste into a collapsible tube,
6r. heffield3s 9reme 6entifrice. 1e had the idea after his son traveled to (aris and saw
painters using paint from tubes. 'n 7ew :or" 9ity in #/$0, 9olgate ; 9ompany 6ental
9ream was pac"aged in collapsible tubes imitating heffield.<luoride was first added to
toothpastes in #$#=, and was initially critici*ed by the .merican 6ental .ssociation
(.6.) in #$>?. <luoride toothpastes developed in the #$@4s received the .6.3s
approval. To develop the first .6.,approved fluoride toothpaste, (rocter ; %amble
started a research program in the early #$=4s. 'n #$@4, (rocter ; %amble developed a
Aoint research proAect team headed by 6r. Boseph Muhler at 'ndiana Cniversity to study
new toothpaste with fluoride. 'n #$@@, (rocter ; %amble3s 9rest launched its first
clinically proven fluoride,containing toothpaste. Dn .ugust #, #$04, the .6. reported
that +9rest has been shown to be an effective anticavity (decay preventative) dentifrice
that can be of significant value when used in a conscientiously applied program of oral
hygiene and regular professional care.+ The amount of fluoride in toothpastes varies from
country to country.
'n 5440 appeared in 2urope the first toothpaste containing synthetic
hydroxylapatite as an alternative to fluoride for the reminerali*ation and reparation of
tooth enamel. The +biomimetic hydroxylapatite+ is intended to protect the teeth by
creating a new layer of synthetic enamel around the tooth instead of hardening the
existing layer with fluoride that chemically changes it into <luorapatite.
'n Bune 544?, the C <ood and 6rug .dministration and similar agencies in
(anama, (uerto &ico and .ustralia advised consumers to avoid certain brands of
toothpaste manufactured in 9hina after some were found to contain the poisonous
diethylene glycol, also called diglycol or labeled as +62%+ on the tube.
Striped toothpaste
The red area represents the material used for stripes, and the rest is the main toothpaste
material. The two materials are not in separate compartmentsE they are sufficiently
viscous that they will not mix. .pplying pressure to the tube causes the main material to
issue out through the pipe. imultaneously, some of the pressure is forwarded to the
stripe,material, which is then pressed onto the main material through holes in the
pipe.triped toothpaste was invented by a 7ew :or"er named 8eonard 8awrence
Marraffino in #$@@. The patent was subsequently sold to Cnilever, who mar"eted the
novelty under the 3tripe3 brand,name in the early #$04s. This was followed by the
introduction of the 3ignal3 brand in 2urope in #$0@. .lthough 3tripe3 was initially very
successful, it never again achieved the /F mar"et share that it cornered during its second
year.
Marraffino3s design, which remains in use for single,color stripes, is simple. The
main material, usually white, sits at the crimp end of the toothpaste tube and ma"es up
most of its bul". . thin pipe, through which that carrier material will flow, descends from
the no**le to it. The stripe,material (this was red in 3tripe3) fills the gap between the
carrier material and the top of the tube. The two materials are not in separate
compartments. The two materials are sufficiently viscous that they will not mix. -hen
pressure is applied to the toothpaste tube, the main material squee*es down the thin pipe
to the no**le. imultaneously, the pressure applied to the main material causes pressure
to be forwarded to the stripe material, which then issues out through small holes (in the
side of the pipe) onto the main carrier material as it is passing those holes.
'n #$$4 9olgate,(almolive was granted a patent for two differently,colored
stripes. 'n this scheme, the inner pipe has a cone,shaped plastic guard around it, and
about half way up its length. !etween the guard and the no**le,end of the tube is then a
space for the material for one color, which then issues out of holes in the pipe. Dn the
other side of the guard is space for second stripe,material, which has its own set of
holes.triped toothpaste should not be confused with layered toothpaste. 8ayered
toothpaste requires a multi,chamber design, in which two or three layers then extrude out
of the no**le. This scheme, li"e that of pump dispensers, is more complicated (and thus,
more expensive to manufacture) than either the Marraffino design or the 9olgate design.
Brief History of Toothpaste
Toothpaste use was first reported in .frica (2gypt) at about the =th .6. The primitive
toothpaste was we "now was made up of salt, pepper, mint leaves and iris flower. Crine
based toothpaste was widely used in 2urope during the &oman times.'n early .merica,
toothpaste consisted of burnt bread.Cp till today in many parts of .frica, specific types of
herbs are still been chewed which helps to "eep the mouth and teeth pristine clean.you
can now buy your close up toothpaste here-hat brand of toothpaste do you useG Today
there are at least 54 different brands of toothpaste in the mar"et. Most contains the same
basic ingredients: odium fluoride or sodium mono,fluoride. -hy close up toothpaste in
an .frican food shopG :es. ' would have as"ed the same too. ' was at 6alston Mar"et in
8ondon the other day, and meet a queue of people waiting to buy this close up
toothpaste.-hat is the force about this particular brand of toothpasteG ' as"ed. ' was
made to understand that many .fricans in 2urope and .merica do not use any other
toothpaste apart from this for its unique taste and +tingly freshness+.
This 9lose up toothpaste is made by 8ever !rothers 8imited (Cnilever) and used
all over .frica, from Tema in %hana, 7airobi in Henya, Hampala Cganda, .ddis .baba
2thopia, 6ar es alam Tan*ania, 8imbe Malawi to 8usa"a )ambia.9uriously, this
toothpaste contains the same basic ingredients li"e the one made in 2urope. ' started
using it myself and found it to be really niceI now you can understand why we stoc" it.
%et your own close up toothpaste along with your shopping and try it today.
The Close up toothpaste contains
odium <luoride, Triclosan, with sorbitol, hydrated silica, water, (2%>5 8,
flavours, cellulose, gum, sodium saccharin, trisodium phosphate, 9# #04>@ and 9#
#?544. . prominent entityE offering a spellbound range of %el toothpaste,-hite
toothpaste,Herbal toothpaste,Medicated toothpaste,Clear gel toothpaste,Mint
toothpaste, etc..
About Us
6riven solely by the power of conviction, innovation, and dynamism towards the goal of
raising its identity worldwide, ai!aran India "i#ited has achieved an impeccable
success in its overall business operation. The company, incorporated in the year #$$>,
primarily deals in formulating different types of toothpaste. (resently, the company is
headed under the visionary guidance of 6r. B. H. %oel, the 9M6. Dperating under his
orientation and strategic planning, we have succeeded in building an incomparable
reputation in the international mar"et. Today, with our sharp competitive approach, we
are rec"oned among the pioneer manufacturers and exporters of toothpastes. -e offer an
unmatched variety of toothpaste in various formulations which includes %el toothpaste,
-hite toothpaste, 1erbal toothpaste, Medicated toothpaste, 9lear gel toothpaste, Mint
toothpaste, etc. !esides these above mentioned formulations, we also have speciali*ation
in manufacturing an exclusive herbal toothpastes in the name of JH$%B&'$(TK that is
mostly mar"eted in the -estern 9ountries.MaAority of our toothpaste brands are supplied
to respective buyers, importers, wholesalers and distributors, settled all across the globe.
-e ta"e pride in having an ever growing and prestigious list of customers and
associations world over. Today, besides supplying our range in the domestic mar"ets, we
are also exporting our range of toothpastes to some of the maAor global mar"ets li"e .sia,
.frica, 2urope, .merica ; %ulf countries
&ur Trade#ar!
+. technically sound companyE internationally responsive and globally alert and above
all, customer friendly.+
&ur )roducts
.n unmatched variety of toothpaste formulations manufactured and exported by Bai"aran
'ndia 8imited is enlisted below:
*el toothpaste
+hite toothpaste
Herbal toothpaste
Medicated toothpaste
Clear gel toothpaste
Mint toothpaste
,ids toothpaste
Sensiti-e care toothpaste
S"S free toothpaste
.//0 1egetarian toothpaste
(atural toothpaste
2uality
The overall strength of our organi*ation lies in its product specialty and quality. -e
always remain conscious to offer only qualitative range of toothpaste formulations so that
our customers feel assured and develop a long lasting relationship.-e have employed a
team of quality control experts to ensure flawless production. They "eep a close eye on
the overall stages of product development to ensure that even the slightest defect get
sorted out well in time.
Infrastructure
-e, Bai"aran 'ndia 8imited, are endowed with a well planned production unit, situated at
1'69 'ndustrial .rea, 6elhi, 'ndia. This unit is well equipped with all state of art plant
; machinery and is also supported by a trained manpower. !esides this manufacturing
facility we are also bac"ed by a highly capable &;6 facility.Dur overall unit is spread
over an area of about #/,444 sq. ft., with the total land area of >4,444 sq. ft. !ac"ed by
such an robust infrastructural facility we are capable to meet and exceed, both the
planned and unplanned bul" orders of our clients with ease.
)ac!aging
Dur products are offered in the mar"et in a very crafty style pac"aging. They are pac"ed
with a masterly touch and unmatched elegance, so that they are well accepted in the
global mar"et.
Custo#er Satisfaction
.t Bai"aran 'ndia 8imited, we wor" day and night to achieve #44F customer satisfaction
for every customer we deal with. -e always focus to come up with unmatched product
innovation, aggressive cost optimi*ation and the best customer services to leave our
clients spellbound from our end. -e leave no space for any "ind of customer grievances
and remain conscious to deliver only best assorted products to the clients.
+hy Us3
pecialist in Toothpaste manufacturing
Lualitative range of products
Cnmatched innovation in product development
&obust infrastructural facility
9ustomer orientation
9ost effective prices
Timely 6elivery.
Certification
%M( certified
'' $44#:5444 9ertified
)ri-ate "abeling for $4ports
-e Bai"aran 'ndia 8td are specialised into manufacturing of toothpaste in private labeling
for export mar"et. -e are one of the leading manufacturer and exporter of toothpaste in
private label for exports of :
1erb 6ent Toothpaste
.yurvedic Toothpaste
(laque 9ontrol Toothpaste
1erbodent Toothpaste
Medicated Toothpaste
Toothpaste
1erbodent .yurvedic Toothpaste
Mint Toothpaste
%el Toothpaste
7atural 1erbal Toothpaste
1erbal Toothpaste
1erbodent 1erbal Toothpaste
-hitening Tooth (aste
(rivate 8abel Toothpaste
Ingredients
'n addition to 54,=5F water, toothpastes are derived from a variety of components,
including three main ones: abrasives, fluoride, and detergents.
Abrasi-es
.brasives constitute at least @4F of a typical toothpaste. These insoluble particles help
remove plaque from the teeth. The removal of plaque and calculus prevents cavities and
periodontal disease. &epresentative abrasives include particles of aluminum hydroxide
(.l(D1)
>
), calcium carbonate (9a9D
>
), various calcium hydrogen phosphates, various
silicas and *eolites, and hydroxyapatite (9a
@
((D
=
)
>
D1).
.brasives, li"e the dental polishing agents used in dentists3 offices, also cause a
small amount of enamel erosion which is termed +polishing+ action. ome brands contain
powdered white mica which acts as a mild abrasive, and also adds a cosmetically,
pleasing glittery shimmer to the paste. The polishing of teeth removes stains from tooth
surfaces, but has not been shown to improve dental health over and above the effects of
the removal of plaque and calculus.
5luorides
<luoride in various forms is the most popular active ingredient in toothpaste to prevent
cavities. .lthough it occurs in small amounts in plants, animals, and some natural water
sources, the additional fluoride has beneficial effects on the formation of dental enamel
and bones. odium fluoride (7a<) is the most common source of fluoride but stannous
fluoride (n<
5
), Dlaflur (an organic salt of fluoride), and sodium monofluorophosphate
(7a
5
(D
>
<) are also used. Much of the toothpaste sold in the Cnited tates has #444 to
##44 parts per million fluoride. 'n the CH, the fluoride content is often higher, a 7a< of
4.>5F wMw (#,=@4 ppm fluoride) is not uncommon.
Surfactants
Many, although not all, toothpastes contain sodium lauryl sulfate (8) or related
surfactants (detergents). 8 is found in many other personal care products as well, such
as shampoo, and is mainly a foaming agent, which enables uniform distribution of
toothpaste, improving its cleansing power.
&ther co#ponents
Antibacterial agents
Triclosan, an antibacterial agent, is a common toothpaste ingredient in the CH. Triclosan
or *inc chloride prevent gingivitis and, according to the .merican 6ental .ssociation,
helps reduce tartar and bad breath.
5la-orants
Toothpaste comes in a variety of colorings, and flavors intended to encourage use of the
product. Three most common flavorants are peppermint, spearmint, and wintergreen.
Toothpaste flavored with peppermint,anise oil is popular in the Mediterranean region.
These flavors are provided by the respective oils, e.g. peppermint oil. More exotic flavors
include anise, apricot, bubblegum, cinnamon, fennel, lavender, neem, ginger, vanilla,
lemon, orange, and pine. More unusual flavors have been used, e.g. peanut butter, iced
tea, and even whis"y. Cnflavored toothpaste exist.
%e#inerali6ers
1ydroxyapatite nanocrystals and calcium phosphate are included in some formulations
for reminerali*ation.Toothpaste is sold in many brands
Miscellaneous co#ponents
.gents are added to suppress the tendency of toothpaste to dry into a powder. 'ncluded
are various sugar alcohols such as glycerol, sorbitol, xylitol, or related derivatives, such
as #,5,propylene glycol and polyethyleneglycol. trontium chloride or potassium nitrate
are included in some toothpastes to reduce sensitivity. odium polyphosphate is added to
minimi*e the formation of tartar.
Safety
5luoride
.lthough water fluoridation has been praised as one of the top medical achievements of
the 54th century, fluoride,containing toothpaste can be acutely toxic if swallowed in large
amounts.The ris" of using fluoride is low enough that the use of 3full,strength3 toothpaste
(#>@4,#@44ppm fluoride) is advised for all ages (although smaller volumes are used for
young childrenE a 3smear3 of toothpaste until > years). everal non,fluoride toothpastes are
available.
Triclosan
&eports have suggested that triclosan, an active ingredient in many toothpastes, can
combine with chlorine in tap water to form chloroform , which the Cnited tates
2nvironmental (rotection .gency classifies as a probable human carcinogen. .n animal
study revealed that the chemical might modify hormone regulation, and many other lab
researches proved that bacteria might be able to develop resistance to triclosan in a way,
which can help them to resist antibiotics also.
'iethylene glycol
The inclusion of sweet,tasting but toxic diethylene glycol in 9hinese,made toothpaste led
to a multi,nation and multi,brand toothpaste recall in 544?. The world outcry made
9hinese officials ban the practice of using diethylene glycol in toothpaste.
Miscellaneous issues and debates
-ith the exception of toothpaste intended to be used on pets such as dogs and cats, and
toothpaste used by astronauts, most toothpaste is not intended to be swallowed, and doing
so may cause nausea or diarrhea. 3Tartar fighting3 toothpastes have been debated. 9ase
reports of plasma cell gingivitis have been reported with the use of herbal toothpaste
containing cinnamon. 8 has been proposed increase the frequency of mouth ulcers in
some people as it can dry out the protective layer of oral tissues causing the underlying
tissues to become damaged.
Alteration of taste perception
.fter using toothpaste, orange Auice and other Auices have an unpleasant taste. This effect
is attributed to products of the chemical reaction between stannous fluoride in toothpaste
and the acetic acid in the Auices. odium lauryl sulfate alters taste perception. 't can brea"
down phospholipids that inhibit taste receptors for bitterness, giving food a bitter taste. 't
is also thought to inhibit sweet receptors. 'n contrast, apples are "nown to taste more
pleasant after using toothpaste. 6istinguishing between the hypotheses that the bitter taste
of orange Auice results from stannous fluoride or from sodium lauryl sulfate is still an
unresolved issue and it is thought that the menthol added for flavor may also ta"e part in
the alteration of taste perception when binding to lingual cold receptors.
Other types of toothpaste
+hitening toothpastes
Many toothpastes ma"e whitening claims. ome of these toothpastes contain peroxide,
the same ingredient found in tooth bleaching gels. The abrasive in these toothpaste
remove the stains, not the peroxide. -hitening toothpaste cannot alter the natural color of
teeth or reverse discoloration by penetrating surface stains or decay. To remove surface
stains, whitening toothpaste may include abrasives and additives such as sodium
tripolyphosphate. -hen used twice a day, whitening toothpaste typically ta"es two to
four wee"s to ma"e teeth appear more white. -hitening toothpaste is generally safe for
daily use, but excessive use might damage tooth enamel. Teeth whitening gels represent
an alternative.
Herbal and 7natural7 toothpastes
1erbal toothpaste from 9roatia
1erbal toothpastes are made from natural ingredients and some are even certified as
organic. Many consumers have started to switch over to natural toothpastes in order to
avoid synthetic and artificial flavors that are commonly found in regular toothpastes. 6ue
to the increased demand of natural products, most of the toothpaste manufacturers now
produce herbal toothpastes. This type of toothpaste does not contain dyes or artificial
flavors.
Many herbal toothpastes do not contain fluoride or sodium lauryl sulfate. The
ingredients found in natural toothpastes vary widely but often include ba"ing soda, aloe,
eucalyptus oil, myrrh, plant extract (strawberry extract), and essential oils. 'n addition to
the commercially available products, it is possible to ma"e one3s own toothpaste using
similar ingredients. -hen using a toothpaste that has not been proven to be efficient in
preventing periodontal diseases it is particularly important to have regular dental
chec"ups.
History
$arly toothpastes
Toothpastes or powders came into general use in the #$th century. The %ree"s, and then
the &omans, improved the recipes for toothpaste by adding abrasives such as crushed
bones and oyster shells. 'n the $th century, the (ersian musician and fashion designer
)iryab invented a type of toothpaste, which he populari*ed throughout 'slamic pain.
N54O
The exact ingredients of this toothpaste are un"nown, but it was reported to have been
both +functional and pleasant to taste+.'t is not "nown whether these early toothpastes
were used alone, were to be rubbed onto the teeth with rags, or were to be used with early
toothbrushes, such as neem,tree twigs and miswak.-ashington heffield made the
original collapsible toothpaste tubes lead.
Tooth powder
Tooth powders for use with toothbrushes came into general use in the #$th century in
!ritain. Most were homemade, with chal", pulveri*ed bric", or salt as ingredients. .n
#/00 1ome 2ncyclopedia recommended pulveri*ed charcoal, and cautioned that many
patented tooth powders that were commercially mar"eted did more harm than good.
Modern toothpaste
.n #/th century .merican and !ritish toothpaste recipe called for burnt bread.
.nother formula around this time called for dragon3s blood (a resin), cinnamon, and burnt
alum. !y #$44, a paste made of hydrogen peroxide and ba"ing soda was recommended
for use with toothbrushes. (re,mixed toothpastes were first mar"eted in the #$th century,
but did not surpass the popularity of tooth,powder until -orld -ar '. 'n #/$5, 6r.
-ashington heffield of 7ew 8ondon, 9onnecticut, manufactured toothpaste into a
collapsible tube, 6r. heffield3s 9reme 6entifrice. 1e had the idea after his son traveled
to (aris and saw painters using paint from tubes. 'n 7ew :or" 9ity in #/$0, 9olgate ;
9ompany 6ental 9ream was pac"aged in collapsible tubes imitating heffield.
<luoride was first added to toothpastes in #$#=, and was initially critici*ed by the
.merican 6ental .ssociation (.6.) in #$>?. <luoride toothpastes developed in the
#$@4s received the .6.3s approval. To develop the first .6.,approved fluoride
toothpaste, (rocter ; %amble started a research program in the early #$=4s. 'n #$@4,
(rocter ; %amble developed a Aoint research proAect team headed by 6r. Boseph Muhler
at 'ndiana Cniversity to study new toothpaste with fluoride. 'n #$@@, (rocter ; %amble3s
9rest launched its first clinically proven fluoride,containing toothpaste. Dn .ugust #,
#$04, the .6. reported that +9rest has been shown to be an effective anticavity (decay
preventative) dentifrice that can be of significant value when used in a conscientiously
applied program of oral hygiene and regular professional care.+ The amount of fluoride in
toothpastes varies from country to country.
'n 5440 appeared in 2urope the first toothpaste containing synthetic
hydroxylapatite as an alternative to fluoride for the reminerali*ation and reparation of
tooth enamel. The +biomimetic hydroxylapatite+ is intended to protect the teeth by
creating a new layer of synthetic enamel around the tooth instead of hardening the
existing layer with fluoride that chemically changes it into <luorapatite.
'n Bune 544?, the C <ood and 6rug .dministration and similar agencies in
(anama, (uerto &ico and .ustralia advised consumers to avoid certain brands of
toothpaste manufactured in 9hina after some were found to contain the poisonous
diethylene glycol, also called diglycol or labeled as +62%+ on the tube.

Toothpaste Brands Including Tooth +hitening Brands in the United
States Include
.im toothpaste
.quafresh
.rma nd 1ammer
!lanP
9lose,Cp
9lo:''
9olgate
9omplete toothpaste
9rest
9uprident
6arlie
6ruide
2lmex
2uthymol
<luoride
<resh !reath
%leem
'pana
Banina -hitening Toothpaste
Macleans
Mentadent
Dral,!
Dravive
(epsodent
&embrandt (whitening)
ensodyne (mar"eted for individuals with sensitive teethE trademar" of
%laxomithHline)
hane toothpaste
ignal
quigle
The 7atural 6entist
Thera !reath
Tom3s of Maine
Close8Up
9lose,Cp has bagged the honor of being first gel toothpaste bringing together, a
toothpaste and a mouthwash in one formula. Monofluorophosphate, an ingredient in
9lose,Cp helps in strengthening teeth and dental care. 8ychee, Tangerine !urst and
9ho"o,lo"o are the flavors available in 9lose,Cp toothpaste. 9lose,Cp whitens teeth fast
and gives a fresh breath.
2veryone wants to have that ama*ing set of pearly whites. 1owever, merely
dreaming of attaining that enviable set of teeth is not enough. :ou will need to try out
some methods that will help to whiten teeth fast. There are many simple ways by which
you can ensure that your dental health is top notch
+ays to +hiten Teeth 5aster
.s clichQd as it may sound, it is very important to brush teeth regularly. This is
because, it ta"es no time for cavities and tooth decay to start in the oral cavity.
1ence, it is very important to brush teeth at least twice a day.
Dur teeth consist of grooves and fissures that are difficult to access easily with the
toothbrush. 1ence, despite brushing regularly, one needs to visit the dentist at
least every six months, so that if a person has any cavities that are in their initial
stages, then they can be treated before they progress any further. .lso, a dentist
can clean your teeth to remove any tartar and calculus, which tend to give a
yellowish hue to teeth. This is one of the best ways to whiten teeth fast.
Ma"e sure to use dental floss so that any food that may get stuc" between your
teeth does not lead to the formation of new inter,dental cavities.
'f you are a smo"er, then needless to say, you need to stop smo"ing as soon as
possible. mo"ing tends to stain teeth very easily. .t times, it can also lead to
blac" staining of lips and gums. 1ence, it is best to stop smo"ing as soon as
possible to prevent any further damage to the teeth.
Try and use a fluoridated toothpaste as much as possible. <luoride helps to
strengthen the enamel present in teeth. This helps to prevent the formation of
cavities in teeth.
.void drin"ing tea and coffee as much as possible. 9offee and tea tend to stain
teeth, especially the facial surfaces of front teeth. 'n such cases, prevention is
better than cure.
6iet plays a very important part when it comes to whitening teeth fast. There are
certain food items that have a lot of fiber content and so, chewing such food helps
to naturally massage the gums, which increases the circulation in the gums. .lso,
some fruits li"e strawberries help to whiten teeth naturally.
Cse mouthwashes but in moderation. This is because mouthwashes help to
prevent the formation of plaque on the surfaces of teeth. Thus, they help to
prevent the initiation of caries in the oral cavity. 1owever, excessive use of
mouthwashes can lead to staining of teeth, as sometimes mouthwashes contain
potassium nitrate which has a tendency of staining teeth. 'n such cases, it is best
to visit the dentist and see" advice on how often to use mouthwash.
ome people may claim that there are some simple ways to whiten teeth fast at
home, li"e by using ba"ing soda or sodium chloride (table salt). 't is claimed that
rubbing this on the surface of teeth helps to "eep them white and shiny. This is
one of the most harmful ways that you can possibly resort to if you want to whiten
teeth fast. &ubbing any "ind of powder on the surface of teeth tends to abrade
them very easily, as it creates friction. This wears off the enamel and leads to
other problems li"e sensitive teeth symptoms. Thus, try to avoid using such teeth
whitening methods which will cause more harm than good.
9lose Cp is the original youth oral care brand of Cnilever .rabia and Middle 2ast. 't is
one of the first brands targeting youth in the oral care mar"et globally, with an edgy and
youthful image which stays relevant till date.
A uni9ue oral care brand for up8close situations
Cnli"e the typical opaque, mint,flavored toothpaste of the time, 9lose Cp debuted
in #$0? as a clear red gel with a spicy cinnamon taste and mouthwash right in the
toothpaste. . unique brand identity was developed, with 9lose,Cp positioned as the
toothpaste that gives people confidence in those very +up close and personal+ situations.
9ouples with bright smiles in very +close+ situations were featured on the pac"aging, and
commercials depicted youthful adults blowing "isses at each other.
The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently,
a little extra self,confidence and sex appeal provided instant appeal to consumers. Dver
the years, 9lose,Cp briefly flirted with a few variations,
'n 5440, 9lose,up 8imited 2dition launch in .rabia redefined the toothpaste mar"et with
its unique new flavors: 9hoco,lo"o, Tangerine !urst, and 8ychee. 't brought excitement
and life into the rather boring toothpaste category and helped the brand achieve record
sales and shares. Dne thing remains constant: 9lose,up is still symboli*ed by attractive
white smiles in very close situations.
,ey facts
<irst toothpaste in C to combine mouthwash and toothpaste in one formula
<irst gel toothpaste in the world
The <ouride in 9lose Cp called monofluorophospate, ma"es the entire tooth
structure more resistant to delay. 't also strengthens teeth, which aids in repairing
early delay before the damage can even be seen .ll the toothpaste brands promise
different things to the consumer. ome offer the whitest teeth, some tal" of
freshest breath or healthiest teeth. o which toothpaste should you pop into your
shopping bagG ometimes having so much variety and choice can be dreadfully
tiring for the mindR !esides as the dentists all tell us it is important to pay
specially attention to your child3s dental hygiene right from the age of 5. !ut
which of the toothpastes will actually live up to the advertisingG 8ets find out ,
Brand analysis
the price of a paste and brush
The brands in the mar"et offer basically two types of toothpastes , one is in the
form of the conventional paste and the other is the gel. 9olgate Total, (espodent
%ermichec", etc are examples of the former type. They offer clean teeth and a safeguard
against cavities. The 9lose up range, (romise %el, 9olgate %el, etc promise fresh breath.
.quafresh and (epsodent 5,in,# combine the two types by having both gel and paste
together.
&ral8B
&ral8B is a brand name of toothbrush and other dental care
products (such as dental floss) manufactured by (rocter ;
%amble who acquired %illette in 544@. The brand also includes power toothbrushes and
interdental products (such as irrigators and oral care centers).
History
)re8.:;/s
#$@4 , The first Dral,! toothbrush was designed and patented in 9alifornia by 6r.
&obert 1utson, a 9alifornia periodontist. The first product was called +Dral,!
04,+ as it had 04 tufts. 6r. 1utson started a family,owned company based on the
brush.
#$0$ , .n Dral,! toothbrush is the first to go to the moon. 't rode on the .pollo
## mission.
#$?/ , The electric toothbrush called the +6#+ was mass produced, simulating the
manual side,to,side movements of a manual brush. 't was sold predominantly in
2urope.
.:;/s
#$/# , The +Dral,! &ight .ngle+ was introduced.
#$/= , Dral,! was acquired by %illette. !raun introduced the first power
toothbrush that combined vertical and hori*ontal movements. The tar -ars
toothbrush is released for children.
#$/0 , Muppets toothbrushes and toothpaste for children were launched.
#$/? , The Dral,! Cltra (lus is released, the first Dral,! product design with
!raun collaboration.
.::/s
#$$# , The 6@ was released and clinically proven to clean better than a manual
toothbrush. The Dral,! 'ndicator was released with fading bristles. The 9hilean
business 6uralon was acquired.
#$$5 , The Dral,! (laque 9ontrol 9enter, D9@, was released with a power
toothbrush and oral irrigator.
#$$> , The Dral,! .dvantage toothbrush was released featuring multilevel trim
patterns.
#$$= , The 6? (with indicator bristles and nonslip gripping) and the Dral,!
9ompact 'nterdental brush were launched.
#$$@ , The quish %rip and %ripper brushes were released. Dral,! Cltra<loss
dental floss is launched. The (ro business in 8atin .merica was acquired.
#$$0 , The .dvantage 9ontrol %rip toothbrush was released featuring micro,
textured bristles and an ergonomic dual material handle. The 6$ (Dral,! (laque
&emover) and the Dral,! 'nterclean 'nterdental (laque &emover were launched.
#$$? , Dral,! partners with 7ic"elodeon. Dral,! acquired the (rudent business in
'ndia.
#$$/ , The Dral,! >6 (laque &emover, Dral,! 9ross.ction toothbrush and
.T'7floss were released.
<///s
5444 , The Dral,! >6 2xcel, Dral,! Hids3 (ower toothbrush, and the Dral,!
!attery Toothbrush were launched.
544# , Dral,! entered into an exclusive license agreement with 6isney to release
products including manual, battery, and rechargeable power toothbrushes,
showcasing Mic"ey Mouse, -innie the (ooh, !u** 8ightyear, and the 6isney
(rincesses.
5445 , The Dral,! tages line is introduced, mar"ing the first time children3s
toothbrushes are designed for the four different stages of a child3s dental
development.
544> , The Dral,! 9ross.ction (ower toothbrush is launched. The Dral,!
9ross.ction Sitali*er manual toothbrush and tages Hids3 <lossers are also
introduced.
544= , Dral,! introduces its first sonic toothbrush, the Dral,! onic 9omplete.
Dther products introduced in 544= are the 9ross.ction (ower Max and (rofessional9are
/444 series of electric toothbrushes, the .dvantage .rtica manual toothbrush, tages
power toothbrushes and tages tooth ; gum cleanser.
Dral,! acquires the )ooth brand of children3s power toothbrushes which feature sculpted
characters li"e !arbie, 1ello Hitty, My 8ittle (ony, <inding 7emo, and 1ot -heels.
544@ , The %illette 9ompany is acquired by (rocter ; %amble, uniting Dral,!
and 9rest beneath the umbrella of (;% Dral 9are. (;% Dral 9are becomes the
only company to have offerings across all "ey segments of the category ,
providing consumers with a broad range of products for their full oral health
regimen, including toothpaste, toothbrushes, mouthwash, dental floss, whitening
and dentures.
.n independent review by the prestigious 9ochrane 9ollaboration, a !ritish,based non,
profit health research group, found oscillating,rotating technology, pioneered by Dral,!,
to be consistently better at removing plaque and reducing gingivitis than manual
toothbrushing.Dral,! Triumph (rofessional9are $444 is introduced, featuring +smart
technology+.Dral,! (ulsar is introduced featuring the first manual toothbrush with a
pulse.
5440 , Dral,! Sitality is launched, mar"ing the first time rechargeable power
toothbrushes are available at an affordable price of less than T54, including onic
technology.Dral,! ensitive .dvantage is introduced , an extra soft brush for
sensitive gums.
544? , Dral,! introduces (ulsar (ro,1ealth, combining the bristle and brush head
innovation from Dral,! (ulsar with new gentle (rooft bristles.
Dral,! Triumph with mart%uide is launched. 't is the first rechargeable power
toothbrush to combine cleaning and gum care with a wireless remote display to provide
while,you,brush feedbac" for optimal brushing habits.
54#4 , (;% rebrands 9rest %lide as Dral,! %lide
&ral B is a specially formulated toothpaste for children in 'ndia. 't comes in one
flavour , mint. Though the children li"e the mild flavour the paste itself does not foam.
.lso the paste comes along with a brush ma"ing it an expensive buy if you are not
interested in using their brush. .lright all the ads are spectacular , but what3s the bottom
lineG !asically all toothpastes are ali"e. 'n the olden days (sometime soon after the age of
the dinosaurs) our not so distant ancestors chewed datuan , the neem twig and most of
them had strong healthy teeth right to the very end. <urther, here3s a secret that most
advertisers have long "nown , people aren3t as interested in the anti bacterial qualities of
the toothpaste as in its ability to promote fresh breath and ma"e your mouth taste good.
.s a result many of us brush early morning even though we haven3t eaten anything Aust
then, in order to lose that morning breath. !ut few people remember to brush in the
evening when it3s really necessaryR o the differences in the toothpastes are more in
flavour and attractive colour than actual ingredients.
Colgate Toothpaste
'n #/40, -illiam 9olgate, himself a soap and candle
ma"er, opened up a starch, soap and candle factory on
6utch treet in 7ew :or" 9ity under the name of
+-illiam 9olgate ; 9ompany+. 'n the #/=4s, the firm began selling individual ca"es of
soap in uniform weights. 'n #/@?, -illiam 9olgate died and the company was
reorgani*ed as +9olgate ; 9ompany+ under the management of amuel 9olgate, his son.
'n #/?5, 9olgate introduced Cashmere Bouquet, a perfumed soap. 'n #/?>, the firm
introduced its first toothpaste, an aromatic toothpaste sold in Aars. 1is company sold the
first toothpaste in a tube, Colgate Ribbon Dental Cream, in #/$0. 'n #/$0, 9olgate hired
Martin 'ttner and under his direction founded one of the first applied research labs. !y
#$4/ they initiated mass selling of toothpaste in tubes. 1is other son, Bames !oorman
9olgate, was a primary trustee of 9olgate Cniversity (formerly Madison Cniversity).
'n Milwau"ee, -isconsin, the +!.B. Bohnson 9ompany+ was ma"ing a soap
entirely of palm and olive oil, the formula of which was developed by !.B. Bohnson in
#/$/. The soap was popular enough to rename their company after it , +(almolive+. .t
the turn of the century (almolive, which contained both palm and olive oils, was the
world3s best,selling soap, and extensive advertising included The Palmolive Hour, a
wee"ly radio concert program which began in #$5? and (almolive !eauty !ox Theater
which ran from #$>= to #$>?. . Hansas,based soap manufacturer "nown as the +(eet
!rothers+ merged with (almolive to become (almolive,(eet. 'n #$5/, (almolive,(eet
bought the 9olgate 9ompany to create the 9olgate,(almolive,(eet 9ompany. 'n #$@>
+(eet+ was dropped from the title, leaving only +9olgate,(almolive 9ompany+, the
current name.
9olgate,(almolive has long been in fierce competition with (rocter ; %amble,
the world3s largest soap and detergent ma"er. (;% introduced its Tide laundry detergent
shortly after -orld -ar '', and thousands of consumers turned from 9olgate3s soaps to
the new product. 9olgate lost its number one place in the toothpaste mar"et when (;%
started putting fluoride in its toothpaste. 'n the beginning of television, +9olgate,
(almolive+ wished to compete with (rocter ; %amble as a sponsor of soap operas.
.lthough the company sponsored many shows in part, they fully sponsored the serial The
6octors.%eorge 1enry 8esch was president, 92D, and chairman of the board of 9olgate,
(almolive in the #$04s and #$?4s, during that time transformed it into a modern
company with maAor restructuring.'n 544@, 9olgate sold the under,performing brands
<ab, 6ynamo, .rctic (ower, .!9, 9old (ower and <resh tart, as well as the license of
the .Aax brand for laundry detergents in the C.., 9anada and (uerto &ico, to (hoenix
!rands, 889 as part of their plan to focus on their higher margin oral, personal, and pet
care products.
'n 5440, 9olgate,(almolive announced the intended acquisition of Tom3s of
Maine, a leading ma"er of natural toothpaste, for C T#44 million. Tom3s of Maine was
founded by Tom 9happell in #$?4.
Today, 9olgate has numerous subsidiary organisations spanning 544 countries, but it is
publicly listed in only two, the Cnited tates and 'ndia.
'n Bune 544?, counterfeit 9olgate toothpaste imported from 9hina was found to
be contaminated with diethylene glycol, and several people in eastern C.. reported
experiencing headaches and pain after using the product. The tainted products can be
identified by the claim to be manufactured in outh .frica by 9olgate,(almolive outh
.frica 8T6, they are @o*M#44ml tubes (a si*e which 9olgate does not sell in the Cnited
tates) and the tubesMpac"aging contain numerous misspellings on their labels. 9olgate,
(almolive claims that they do not import their products from outh .frica into the Cnited
tates or 9anada and that 62% is never and was never used in any of their products
anywhere in the world. The counterfeit products were found in smaller +mom and pop+
stores, dollar stores and discount stores in at least four states.
The Microcrystal 2nriched -hitening Toothpaste uses advance whitening
formula contains microcrystal that gently polishes the teeth to restore and maintain their
natural whiteness. 9olgate,(almolive N'ndiaO 8imited offers Microcrystal 2nriched
-hitening Toothpaste. 9olgate,(almolive N'ndiaO 8imited supplies various types of
personal care, dental care and home care products. The Microcrystal 2nriched -hitening
Toothpaste comes under the brand name U9olgate .dvancedU. This -hitening Toothpaste
fights plague and cavities to ensure the teeth stay healthy and strong as they are white.
Salient features of Microcrystal $nriched +hitening
Toothpaste are
V &estores natural whiteness
V (revents stains from adhering
V <ights tartar, cavities and plague.
colgate total toothpaste

9olgate Total is a toothpaste that claims to protect teeth for twelve hours and
protect against many tooth and gum problems. The 9olgate company started in #/40
when -illiam 9olgate started a starch, soap and candle business in 7ew :or" on 6utch
treet. 'n #/$0, toothpaste in a collapsible tube is introduced. 'n #$0/, the company
added M(( fluoride to the recipe to help reduce the ris" of cavities. .bout >4 years later,
the !right miles !right <utures program was introduced. This program brings education
about oral hygiene to children in over @4 countries worldwide. 9olgate Total toothpaste
was officially introduced to the public for the first time in #$$?.
9olgate has won fifteen awards in the Cnited tates alone. 't has also won awards
in .rgentina, !ra*il, the 6ominican &epublic, %reece, 'ndia, 'taly, (uerto &ico, the
Cnited Hingdom and The company also ma"es different varieties such as 9olgate Total
.dvance, Mint tripe, 9lean Mint, .dvanced -hitening, .dvanced 9lean, .dvanced
<resh and also ma"e a lot more to choose from, including specially formulated toothpaste
for sensitive gums and enamel renewal. They have also made tropical flavors and flavors
of a more mild nature than the sometimes harsh mint.
Dn the 9olgate website there are coupons, promotional offers and videos that
include everything from how to brush and floss, how to teach "ids to brush and floss to
the company bac"ground of the tooth whitening
Toothpaste History
Toothpaste was used in 9hina and 'ndia as long ago as >44 !.9. The first tooth
cleaning ingredients were crushed bone, crushed egg and oyster shells. -hen tooth
powders were invented they included powdered charcoal, powdered bard and flavoring.
Tooth powder and past can in ceramic posts in the late #/th century. 'n the #/44s, the
first toothpastes similar to modern toothpaste was invented.
)epsodent
)epsodent is a brand of toothpaste with a
wintergreen flavor. The brand is owned by
Cnilever, but in 544> the rights to the brand in the
Cnited tates and 9anada were bought by 9hurch
and 6wight.
The history of (epsodent goes bac" at least to the #$54s.'t was advertised for its
purported properties fighting tooth decay, attributed in advertisements to the supposed
ingredient 'rium. 'rium is another word for sodium lauryl sulfate, an inexpensive ionic
surfactant.1owever, in a #$$= speech, then,<99 chairman &eed 1undt claimed that the
+'rium+ mentioned in (epsodent advertisements +didn3t exist+..nother ingredient,
+'.M.(.+ was purported to whiten teeth. 'ts best,"nown slogan was J:ou3ll wonder where
the yellow went M when you brush your teeth with (epsodentRK !ritish comedian Basper
9arrott referred to the slogan in one of his stand,up routines, saying JDn your tongue ,
that3s where the yellow wentRK
(epsodent was a very popular brand before the mid 3@4s, but its ma"ers were slow
to add fluoride to its formula to counter the rise of other highly promoted brands such as
9rest and %leem toothpaste by (rocter ; %amble, and 9olgate3s eponymous productE
sales of (epsodent plummeted. Today (epsodent is a Jvalue brandK mar"eted primarily in
discount stores and retails for roughly half the price of similarly,si*ed tubes of 9rest or of
9olgate.
'n the #$>4s a massive animated neon advertising sign, featuring a young girl on a
swing, hung on a building in Times quare in 7ew :or" 9ity. This ad was re,created for
the climax of the 544@ film Hing Hong.The product was discontinued in outh .frica in
#$?= but was revived in #$?0 with a new ad slogan +%ets :our Teeth Their -hitest+
featuring celebrity endorsers &ita Moreno, teve 8awrence, and others. The popular
slogan was also changed in outh .frica to +:ou3ll wonder where the dullness went M
when you polish your teeth with (epsodent+.
(epsodent is still sold as a Cnilever property in all mar"ets except the Cnited tates and
9anada.
In popular culture
(epsodent was so popular that &odgers and 1ammerstein included a reference to
it in their long,running #$=$ hit musical outh (acific, when the eabees sing about the
native woman !loody Mary:!loody Mary3s chewing betel nuts .nd she don3t use
(epsodent.'t3s also referenced in some versions of 9ole (orter3s song :ou3re The
Top::ou3re the baby grand of a lady and a gent, :ou3re an old 6utch master, you3re Mrs.
.stor, :ou3re (epsodent.Dne of the great memories of (epsodent is from an old Mad
Maga*ine @4 or 04 years ago. 't had a cartoon (realistic) of 8eonardo 6i Sinci loo"ing at
his easel, sitting in front of the Mona 8isa thin"ing, +' wonder where the yellow wentG+
.mong the tubes of paint is a tube of (epsodent.
Babool toothpaste
!abool toothpaste is a herbal product which contains the
extracts of the !abul tree. This immensely popular product from the 6abur family is
endorsed by Sive" Dberoi. Sive" Dberoi is one of the latest additions to the young
bandwagon who have stormed the screen with his brilliant performance in &am %opal
Serma3s 9ompany. .mong the numerous products of 6abur Sive" Dberoi is endorsing
!abool toothpaste. This youthful actor is seen in the latest advertisement.
6abur has a range of oral products li"e Meswa", (romise and !abool and Sive" Dberoi
has been paid a handsome amount to endorse the brand products. .ll the !abool products
li"e the !abool toothpaste and the !abool toothpowder are "nown for their .yurvedic
quality. !oth of them are attractively pac"aged and the compositions include natural
ingredients. 6abur is one of the biggest <M9% companies which speciali*e on food
products and health care essentials.
-ith an annual turnover of more than 55>>.?5 crores of money 6abur is "nown in the
mar"et for a number of important products li"e Sati"a, 6abur 9hyawanprash and
1aAmola which is one of the most,loved appeti*ers. Most of the products of 6abur are
herbal products and this .yurvedic element has made them extremely popular among the
consumers. Sive" Dberoi who has become a household name among after 9ompany
roped in as the brand ambassador because his appeal is huge among the young
generation. 1e has quite a few impressive films in his "itty and that includes not only
9ompany but the huge hit aathiya. 1e paired against &ani Mu"herAee for this romantic
flic" which is the 1indi rema"e of one of the very popular Telegu movies by ace director
Maniratnam. 1is impressive performance in Dm"ara has created a place for him in the
!ollywood film industry. 't is his powerhouse performances in many movies li"e
hootout at 8o"handwala or :uva which have made him one of the most energetic actors
of!ollywood. <rom a hardcore romantic movie li"e aathiya to power,pac"ed
performances of Maya 6ola in hootout at 8o"handwala, Sive" Dberoi has come a long
way. 1e has created a brand for himself which remains appealing for its own reasons.
Sive" Dberoi is the newest Aoinee in the long list of brand ambassadors which includes
big names li"e .mitabh !achchan and hahru"h Hhan.
1icco Toothpaste
Sicco (ure 1erbal Toothpaste is the original .yurvedic
toothpaste. Sicco cleans your teeth, refreshens your breath,
stimulates your gums. 2very tube of Sicco contains 54 pure herbal extracts long
established by .yurvedic herbal tradition to be good for teeth, mouth and gums.
.yurvedic practice, centuries old, actively involves those elements in nature most
beneficial to the individual. Sicco toothpaste is made from herbs, bar"s, roots and
flowers, no artificial ingredients or refined sweeteners, no harsh abrasives fluoride Aust
the best ingredients for dental care. Sicco3s concentrated formula lasts longer and tastes
great. Sicco is a worldwide favorite for decades.
+orld "eader in Ayur-edic 'ental Hygiene
.yurveda is a combination of the two words +.yu+ and +Seda+ which, when
combined, mean the +science of life.+ .yurveda is a health care science developed
through observation, experimentation and the experience of life compiled over more than
5444 years. This includes an extensive Materia Medica, or herbal encyclopedia, of herbs
and their beneficial uses, and it is from this bac"ground that the ingredients of Sicco
Toothpaste have been brought together. Sicco 1erbal Toothpaste is the original
.yurvedic toothpaste. 't is formulated from more than 54 herbal extracts revered for
centuries in the .yurvedic tradition for their beneficial effect on teeth and gums.
Modern Technology to 'eli-er Ancient +isdo#
'n order to provide a toothpaste that has the right consistency, taste, texture and
foaming effect, Sicco has invested heavily in modern production equipment and
techniques. 9entral to this effort is a full,scale water purification plant on the premises,
utili*ing such processes as .ctivated 9arbon filters, cation, anion beds, mixed bed and
CS filters to provide pure, bacteria,free, deminerali*ed water for production. Thus,
starting from pure water, adding pure herbal extracts, in a process using modern
production equipment, Sicco attains a level of purity and sanitary production that is
unmatched by its competition. These modern production techniques, together with the
ancient "nowledge of .yurveda, combine to provide the +best of both worlds.+
1icco Toothpaste= (aturally
Sicco Toothpaste contains more than 54 herbal extracts. These herbal extracts
are chosen for their beneficial effect on the teeth or the gums. Sicco is made from herbs,
bar"s, roots and flowers, not from artificial chemicals. 'n fact, Sicco Toothpaste is
formulated to include a number of extraordinary herbs which have a significant action on
the gums. :ou can feel the tingle as you brush as the astringent, tightening action of the
herbs go to wor". Sicco Toothpaste includes the famous .yurvedic herb called
SaAradanti, which, when translated, means +diamond teeth.+ 't contains no artificial
ingredients, no harsh abrasives, no fluoride.
And it tastes good
Sicco Toothpaste has a refreshing anise taste that leaves your mouth feeling clean
and fresh rather than the artificial sweet taste of many commercial toothpastes. Sicco
does not use sugar in its formulation (as is the case in many commercial toothpastes.)
The taste is pleasant and invigorating and our customers around the world comment on
the wonderful sensation and taste of Sicco in their mouths.
Teeth and *u# )roble#s3
6entists report that more adults lose their teeth due to gum problems than to tooth
decay. 6entists advise that regular dental care, along with daily flossing and brushing is
the best way to protect the teeth. Sicco 1erbal Toothpaste wants to encourage everyone
to follow this good advice. Cse Sicco Toothpaste as your dentifrice of choice as part of
your regular dental hygiene program.
A "ittle *oes a "ong +ay
Sicco Toothpaste is concentrated. -hile most commercial toothpastes are
whipped with air, Sicco comes to you in a highly concentrated form. :ou use only a
little bit, giving you more brushes per tube than other commercial products. The result is
you save money while you clean your teeth.
Co#passionate Beauty
Sicco contains no animal ingredients and is not tested on animals. 't is a +cruelty free+
product in the truest sense of the word. Sicco does not have to harm animals to provide
high quality benefits because the herbal ingredients of Sicco have been time tested and
safely applied for thousands of years.
1icco Toothpaste +ill Ma!e >ou S#ile
(reserving the health of your mouth preserves the beauty of your smile.
<ollowing the program of dental hygiene recommended by dentists and consistently
using Sicco as your toothpaste of choice will help maintain the radiance of your smile.
-hen you experience the fresh, clean action of Sicco in your mouth you will feel li"e
smilingR -hen you see the savings you experience with concentrated Sicco Toothpaste,
you will smile even more. .nd "nowing that Sicco is manufactured under the strictest
conditions of purity, using good manufacturing procedures, you will be able to maintain
that smileR
+here to Buy 1icco at %etail
Sicco products are available at most maAor natural products stores and online
retailers such as ama*on.com or internatural.com. 'f you shop at a store that does not
carry the item you are see"ing, please as" them to carry it as it is available from their
distributors in most cases. 'f you cannot find Sicco locally, you are welcome to purchase
through our online store.
+here to Buy 1icco at +holesale
6istributor inquiries are welcome. (lease contact us directly to locate a
distributor in your area. 6istributors include: C7<', Mountain (eoples, Threshold, 8otus
8ight, <rontier, Tree of 8ife, 7atureWs !est and others.
Sicco SaAradanti .yurvedic Toothpaste is the original .yurvedic toothpaste from
'ndia. Sicco cares for your mouth , effective, active, totally natural. Sicco cleans your
teeth, refreshes your breath, and stimulates your gums.2very tube of Sicco contains 54
pure herbal extracts, long established by .yurvedic herbal tradition to be good for teeth,
mouth and gums. .yurvedic practice, centuries old,
actively involves those elements in nature that are most
beneficial for your body. Sicco toothpaste is made
from herbs, bar"s, roots and flowers... no artificial
ingredients or refined sweeteners, no harsh abrasives or flouride... Aust the best
ingredients for dental care. Sicco3s concentrated formula lasts longer and tastes great.
Sicco is a worldwide favorite, and has been for decades.Sicco uses only the purest herbs
and ingredients. The sodium lauryl sulphate comes from 'ndian coconut oilE
Ingredients
(urified 9hal", -ater, orbitol, odium 8auryl ulphate, %um Tragacanth. 2xtracts of
'ndian 8icorice root, 'ndian .lmond, 9ommon BuAube, 9urrant, arsaparilla, 9innamon,
appan -ood, (ersian -alnut, &ose .pple, Medlar, !arleria (rinoitis, (ric"ly .sh,
.sian 1olly Da", !edda 7ut, !engal Madder, !ishop3s -eed, 9atechu, Mayweed.
(ee# Acti-e Toothpaste
. toothpaste brand that merges the traditional benefits of 7eem with the technical
expertise of 1en"el, to give our consumers an excellent product for complete Dral
hygiene.7eem has been used by generations over the years for protection of teeth against
bacteria. 7eem is widely ac"nowledged as a natural anti,bacterial agent.
)roduct Benefits
<or =444 years, the goodness of neem has been used to safeguard dental health. 7eem
twigs used as +toothbrushes+ are effective in preventing periodontal disease.
7eem is excellent in protecting from, and healing, gum inflammation. The powerful
astringent and antibacterial properties of neem are available in +7eem .ctive Toothpaste,
helping it to fight tooth decay, removes dental plaque, tighten gums, ma"ing them
resistant to inflammation and bleeding. Thus, ensuring that smiles never fade.
IngredientsInclude
9alcium 9arbonate, (urified -ater, 6icalcium (hosphate, %lycerin, odium 8auryl
ulphate, eamint, 7eem 2xtract, 9arrageenan, odium accharine, odium !en*oate,
9' #$#=4, 9' =54$4, Tea Tree Dil. 7eem extract from the bar" of 7eem tree, with its
components li"e .*adiractin, 7imbin, 7imbinin and 7imbidin, having proven
antibacterial and germicidal properties. . unique compound containing Mouth <reshener
(Menthol, (eppermint), .ntibacterial (pearmint), 7atural .ntiseptics (9love oil),
7atural .ntipyretics (.Awan oil), .stringents and (ain Hillers (Methyl salysalate)
7atural <ragrances (andalwood oil). 7eem .ctive is #44F Segetarian.
A#ar toothpaste
9ompany 1istory , .mar &emedies 8td.
.mar &emedies 8imited is a profit ma"ing 9ompany having business of manufacturing
and mar"eting of toothpastes, toothpowders, balm and pain relief ointment.Dur 9ompany
was originally incorporated as a private limited company under the provisions of the
9ompanies .ct on .pril #/, #$/= as +wami .ushadhalaya (rivate 8imited+ and
subsequently the name of our 9ompany was changed to +.mar &emedies (rivate
8imited+ on eptember @, #$$@ and subsequently to +.mar &emedies 8imited+ on
eptember 0, #$$@.
Incorporation
.mar &emedies 8imited is a profit ma"ing 9ompany having business of manufacturing
and mar"eting of toothpastes, toothpowders, balm and pain relief ointment.Dur 9ompany
was originally incorporated as a private limited company under the provisions of the
9ompanies .ct on .pril #/, #$/= as +wami .ushadhalaya (rivate 8imited+ and
subsequently the name of our 9ompany was changed to +.mar &emedies (rivate
8imited+ on eptember @, #$$@ and subsequently to +.mar &emedies 8imited+ on
eptember 0, #$$@.
&U% HIST&%>
.:;?8;:
The obAective to start our 9ompany was to research extensively in ayurveda. -e started
researching for ayurvedic medicines not available in the mar"ets and for cure of extreme
diseases. <or the first @ years, we focused mainly on &;6. 'n the process, Mr. ( hah set
up the first manufacturing facility at urat. The first brea"through for our 9ompany was
in research of oral care products. 6uring this period, we constantly tried out various
methods of manufacturing of oral care range of products. -e were successful in
launching our first product in the year #$/$. The product was toothpowder under the
brand name U.M.&3. 't was the first product launched by our 9ompany and therefore a
lot of mar"eting planning was to be done. The product proved its efficacy but could not
create volumes in sales as toothpowder over all was a slow mar"et and most of the new
generations were opting for toothpaste. .t the same time the product was not very price
competitive as it was made with the finest herbs and had medicinal value. Therefore the
sales could not bring in the desired volumes and our 9ompany started loo"ing out for
possibility of developing the same formulation in toothpaste. There were lots of problems
in trying to stabili*e the formulation of the toothpaste as various herbs had to be put in
and at the same time it had to be manufactured without using any ingredients derived
from animals.
.:;:8:?
-e continued our focused &;6 on toothpaste and developed effective ayurvedic
vegetarian toothpaste under the brand name U.M.&3. 'n those days, toothpaste
manufacturers were using gelatine as one of their ingredients because of which the
toothpaste was non,vegetarian. Dur toothpaste was successful in developing a
formulation, which was gelatine free. This was a brea"through and hence .M.&
toothpaste was launched in the mar"ets of %uAarat for the first time in #$$#. This was Aust
test mar"eting, as we were new in selling toothpaste and needed to study consumer
behaviour. 't too" us almost 5 years to study and to conclude targets for launching
toothpaste in various areas of 'ndia. Therefore after ma"ing the necessary changes, we
launched extensively in the western mar"ets of 'ndia, i.e. Maharashtra, %uAarat and
Madhya (radesh in the year #$$= and set ourselves ambitious sales targets for toothpastes
under various brands.
.::?8::
'n the year #$$@ Mr. agar ( hah Aoined our management. 1e was to focus on
mar"eting, as effective mar"eting strategy was required to have nation wide presence and
build the corporate image parallely to regular focus on &;6. 6uring the year #$$/ we
decided to have brand extension and launched .M.& regular and named the earlier
toothpaste as U.M.& trong3. Ma"ing variation in addition of active ingredients made
them different from each other. This was done "eeping in mind the competition and to
give new consumers an option. 6oing this we expected more volumes, which were
achieved in due course. .t the same time we were very successful in our &;6 in
ayurvedic medicines. -e had finali*ed the formulation for 5= different products, which
would cover cosmetics and health care. This gave the company a chance to diversify into
ayurvedic medicines, which had started pic"ing momentum in the domestic mar"ets and
the foreign mar"ets as alternative treatment.
.:::8<//?
6uring this period, we transformed our family run business into a professionally
managed company. -e also explored the possibility of exporting our toothpastes. The
first sale to intermediate trader was made in 7ovember 544#. -e received encouraging
response and therefore decided to set up another factory in 6aman. 'n the year 544#, we
finished our final wor" at our newly made 6aman plant and inaugurated in Bune 544#.
The reason for setting another manufacturing unit in 6aman was the tax benefits offered
by the government, which gave it an edge in mar"eting. <urther, 6aman had better
infrastructure available at that point of time, in terms of (ower supply, water,
transportation and labour. 'n exports it benefited us as 6aman is closer to the (ort from
where most of the shipments were made. This reduced the freight cost for the exporters
also. -e achieved success in selling to traders in .frican countries li"e, 7igeria, %hana,
udan, and Tan*ania and also in countries li"e 6ubai ; (anama and as a result volumes
doubled. 6uring this period only, we decided to shift our existing operations of urat to
6aman "eeping in view the advantages available in 6aman. -e increased our capacities
in the meantime and started producing more varieties of toothpastes for different
segments. -e were successful in developing various brands of toothpaste and by the end
of this period we were manufacturing more than 5$ different brands including its
variants. This was very significant as it put the turnover of the company to more than
double compared to previous years. The company also got a maAor exposure of foreign
mar"ets and learnt the selling ; distribution methods of each mar"et.
6uring this time, we also manufactured and launched (ain !alm and %et,Cp but we got
more ; more occupied in selling toothpaste which was giving us immediate response and
therefore in 6aman we could not focus on any other products then toothpaste. .ll these
facilities were set up and expanded from our own internal accruals. &ecently, we have
expanded our capacities of toothpaste to more than >@F of the current capacity to cater
the ever,growing mar"et demand. -e had not ta"en any term loan facilities from any
ban"s or financial institutions during the last 54 years period.
<//@
,.mar &emedies 8td has appointed Mr. :usuf 'qbal :usuf as an additional director of
the 9ompany w.e.f. .ugust >4, 544?.
</./
, .mar &emedies 8td has appointed Mrs. (reeti !alwantrai 6esai and Mr. Byotirmay
(ra"ash Sarma as an .dditional 6irector of the 9ompany w.e.f. Bune 55, 54#4
A#ar toothpaste
.mar &emedies, a pioneer in .yurvedic and 1ealthcare
products today announced the launch of their first ever
clove gel based toothpaste. The toothpaste offers the benefit of clove in a non,fluoridated
gel based solution thereby ensuring a longer lasting freshness, healthier teeth and at the
same time free from fluoride which is safer for children to use.
.vailable in > HCs X #@4g, /4g and =4g, .mar 9love %el is available at all
retail outlets across the country. .s a launch offer, .mar &emedies is offering free
original 6isney movie 6S6 worth &s. >$$ with every #@4 gm pac" of .mar clove gel
tooth paste which is priced at &s.@4 only. These movie 6S6s are collectables and
include titles li"e Bungle !oo", 1igh chool Musical >, The 'ncredibles, Cp, Mic"eyWs
big plash, 1annah Montana, Toy tory 5, 9ars and !olt. The introductory offer is for a
limited period and gives customers the opportunity to collect all the $ 6isney 6S6s.
!ut thatWs not allE consumers can participate in a contest wherein they submit the
6S6 covers of all nine 6isney movies through a simple form available on the .mar
&emedies website. ubmission of the covers of all $ 6S6s will entitle the consumer to
an assured 6isney Merchandise and stand a chance to win an all expense trip to
6isneyland 1ong Hong.
.ll .mar toothpastes are non,fluoridated, contain no bone powder and have been
(2T. certified as the !est Segan Toothpaste, and are also 'D certified. .mar &emedies
has also been awarded the 'nternational tar for Luality .ward.
pea"ing on the occasion agar hah, Managing 6irector, .mar &emedies, J-e are
extremely proud to launch our first ever clove gel based tooth paste. .mar 9love %el is
bac"ed by some extensive mar"et research to cater to the need our target audiences.
Cnli"e regular gel toothpastes in the mar"et, .mar 9love %el offers consumer the benefit
of clove that results in longer lasting freshness and stronger teeth.K
<urther spea"ing on the occasion hah informed that .mar &emedies have come
out with a unique introductory offer wherein children get the opportunity to collect some
of their favorite 6isney movies on 6S6 and can even win a trip to 6isneyland.
A#ar %e#edies launches A#ar Clo-e *el Toothpaste
AMa6booti ,i Bina Taa6gi ,a ,ya 5aydaB
.mar &emedies, a pioneer in .yurvedic and 1ealthcare products today announced the
launch of their first ever clove gel based toothpaste. The toothpaste offers the benefit of
clove in a non,fluoridated gel based solution thereby ensuring a longer lasting freshness,
healthier teeth and at the same time free from fluoride which is safer for children to use.
.ll .mar toothpastes are non,fluoridated, contain no bone powder and have been
(2T. certified as the !est Segan Toothpaste, and are also 'D certified. .mar &emedies
has also been awarded the 'nternational tar for Luality .ward.
.mar 9love %el is bac"ed by some extensive mar"et research to cater to the need
our target audiences. Cnli"e regular gel toothpastes in the mar"et, .mar 9love %el offers
consumer the benefit of clove that results in longer lasting freshness and stronger teeth.
The TS9 highlighting the C( JMa*booti Hi !ina Taa*gi Ha Hya <aydaK,,,, This
distinct selling proposition for .mar 9love %el toothpaste TS9 hits the message homeE
setting itself apart from other gel toothpastes available in the mar"etplace. The creators of
the advertisement have subtly emphasi*ed on the offering of the product for strong and
healthier teeth as its brand values rather than Aust another gel toothpaste that offers
freshness.
9reative (artners M;9 aatchi have effectively managed to add humor and at the
same time getting the brand message through its proposition X JTaa*gi !hi Ma*booti
!hiW in the TS9. .t the same time, 9orcoise <ilms and the director !inay (radhan
ensured that the film has an aspirational loo" The TS9 has a funny twist that stic"s on in
the consumers mind.
The brief to the agency was to emphasi*e on the healthy ; strong aspect along
with freshness vis,Y,vis those toothpastes that offered only <reshness. Targeted at the
discerning younger audience X it reinforces the message that the product contains clove
oilE which not Aust offers fresh breath but also the promise of stronger teeth.
The T1C= A#ar Clo-e *el= (ot Cust for fresh breath but for stronger teeth too
The TS9 highlighting the C( JMa*booti Hi !ina Taa*gi Ha Hya <aydaK,,,,
This distinct selling proposition for .mar 9love %el toothpaste TS9 hits the message
homeE setting itself apart from other gel toothpastes available in the mar"etplace. The
creators of the advertisement have subtly emphasi*ed on the offering of the product for
strong and healthier teeth as its brand values rather than Aust another gel toothpaste that
offers freshness.
9reative (artners M;9 aatchi have effectively managed to add humor and at the
same time getting the brand message through its proposition X JTaa*gi !hi Ma*booti
!hiW in the TS9. .t the same time, 9orcoise <ilms and the director !inay (radhan
ensured that the film has an aspirational loo" The TS9 has a funny twist that stic"s on in
the consumers mind.
The brief to the agency was to emphasi*e on the healthy ; strong aspect along
with freshness vis,Y,vis those toothpastes that offered only <reshness. Targeted at the
discerning younger audience X it reinforces the message that the product contains clove
oilE which not Aust offers fresh breath but also the promise of stronger teeth.
A#ar )re#iu#= Indias Co#plete )rotection
Toothpaste
.mar (remium is the first ayurvedic toothpaste in 'ndia with
an exotic mix of #= natural herbs to give you oral hygiene of
par excellence. 't is an premium quality toothpaste providing complete protection against
each and every problem concerning tooth care. 't is #44F vegetarian (without bone
(owder,(hosphate and %elatin). .mar (remium Toothpaste is the mixture of effective ;
selective natural herbs li"e SaAradanti, .ritha, !heda, !abool, 1arde, Thomar, %odavaA,
indhav, Halamari, (hata"adi, Bethimadh, Mayuphal, 8ong (eper and amudraphal.
2xtremely gentle on teeth and gums, spreads easily and evenly into your mouth.
9innamon flavour "eeps intact the freshness for a long time. .mar (remium adds life to
your teeth.
'abur
6abur 'ndia 8imited is 'ndia3s leading <M9% company with interests in health care,
personal care and foods. 6abur has a history of more than #44 years and the company has
carved a niche for it self in the field of .yurvedic medicines. The products of 6abur are
mar"eted in more than @4 countries worldwide. The company has 5 maAor strategic
business units (!C) , 9onsumer 9are 6ivision (996) ; 9onsumer 1ealth 6ivision
(916), and > ubsidiary %roup companies , 6abur <oods, 6abur 7epal and 6abur
'nternational. 6abur 'nternational has > step down subsidiaries , .sian 9onsumer 9are in
!angladesh, .frican 9onsumer 9are in 7igeria and 6abur 2gypt.
The origin of 6abur can be traced bac" to #//= when 6r. .H. !urman started a health
care products manufacturing facility in a small 9alcutta pharmacy. 'n #/$0, as a result of
growing popularity of 6abur products, 6r. !urman set up a manufacturing plant for mass
production of formulations. 'n early #$44s, 6abur entered the speciali*ed area of nature
based .yurvedic medicines. 'n #$#$, 6abur established research laboratories to develop
scientific processes and quality chec"s. 'n #$>0, 6abur became a full,fledged company
with the name 6abur 'ndia (6r. .H. !urman) (vt 8td. 6abur shifted its operations to
6elhi in #$?5. 6abur became a (ublic 8imited 9ompany in #$/0 and 6abur 'ndia
8imited came into existence after reverse merger with Sidogum 8imited. 'n #$$5, 6abur
entered into a Aoint venture with .grolimen of pain to manufacture and mar"et
confectionary items in 'ndia. 'n #$$=, 6abur raised its first '(D. 'n #$$/, day to day
running of the company was handed over to professionals. 'n 5444, 6abur achieved a
turnover of &s #444 crores. 'n 544@, 6abur acquired !alsara. 6abur crossed T 5 billion
mar"et cap in 5440.
6abur &ed ToothpasteWs growth has also helped the company emerge as the
fastest growing toothpaste company in 'ndia during 544$,#4, with a near 54 per cent
growth as against an industry average of under 0 per cent. 'n comparison, 9olgate,
(almolive (the largest player in the segment) reported /.? per cent growth while the 7o. 5
player 1industan Cnilever saw its toothpaste sales decline by =.5 per cent, according to
.9 7ielsen data. 6abur &ed Toothpaste alone accounts for over = per cent of the
toothpaste mar"et share while 6abur, as a company, controls nearly #= per cent of the
toothpaste mar"et. The toothpaste was introduced as the paste format of 6aburWs highly
popular 6abur 8al 6antmanAan in order to capture those consumers who had upgraded
from a toothpowder to toothpaste. The brandWs claim that that the toothpaste is pac"ed
with the power of #> ayurvedic ingredients li"e laung, pudina and sunthi to offer
problem,free teeth has obviously found many ta"ers, as it reported a #?.= per cent growth
during the 544$,#4 fiscal.
-ith this, 6abur now has a portfolio that boasts of ten &s #44 crore brands ,,
6abur 9hyawanprash, &eal, Sati"a, 6abur .mla, 6abur %lucose, 6abur 1oney, 8al
6ant ManAan and !abool.
6abur, say company officials, operates in the toothpaste mar"et with a highly
differentiated product portfolio that includes 6abur &ed Toothpaste, !abool and
Meswa". J-hile &ed Toothpaste offers the benefits of ayurveda that are validated by
science, !abool and Meswa" offer the benefits of natural herbs for oral care. The efficacy
of our products is proven by the growing number of consumers,K says 7obel 6hingra,
!rand 1ead , 6abur &ed Toothpaste.
The success has come through a lot of hard wor" X education of consumers being
one of the main drivers. Hey mar"eting initiatives li"e school contact programmes under
which 6abur reached out to #.@ million students annually to educate them about oral
hygiene have helped in conversions and in increasing mar"et share.
.yurvedic toothpaste was not something that 6abur was the first to create. There
are age,old brands li"e !aidyanath &ed Tooth (aste, Sicco Toothpaste and .mrutanAan,
but what tilted the scale in 6aburWs favour is the companyWs herbal heritage.
1arminder ahni, Managing 6irector, -a*ir .dvisors, says, J2arlier such
products were popular among rural consumers, now even urban consumers are pic"ing
these upK
6hingra agrees, J-e are increasingly seeing a shift in consumer preference
towards natural and ayurvedic products that are offered in contemporary, ready,to,use
formats.K 'tWs no surprise therefore that the brand sells primarily in urban areas of -est
!engal, .ndhra (radesh, Maharashtra and Cttar (radesh.
'abur %ed Toothpaste
6abur &ed Toothpaste is pac"ed with the power of #>
active .yurvedic ingredients li"e 8aung (udina ;
Tomar, that "eep all your dental problems away. 't is the first,ever toothpaste which
"eeps all your dental problems away, thereby providing you strong teeth. 'ts superior
formulation that has been scientifically validated has made 6abur &ed Toothpaste the
prefered oral care brand for millions of 'ndians. 7o wonder that 6abur &ed Toothpaste
has become a &s #44 crore brand within Aust five years of its birth.6abur &ed Toothpaste
is available in = HCs: 544gm, #44gm, @4gm and 54gm.
Ingredients
"aung= 1elps prevent toothache
)udina= 1elps prevent bad breath
To#ar= Hills harmful germs
!rand 6avid has won the creative mandate for 6abur &ed Toothpaste and 6abur 8al
6ant ManAan. !ates #=# was the incumbent agency on the business. The si*e of the
account is pegged at around &s #@ crore. The other agency in fray for the business was
Mudra.9ommenting on the win, Sandana 6as, !ranch 1ead, !rand 6avid, said, J-e are
loo"ing forward to wor"ing with the client in this challenging category. -e are excited to
partner them and we believe that we will ta"e the brand
to greater heights
Meswa!
Meswa" is a scientifically formulated herbal toothpaste
with pure extract of the Miswa" plant Dalvadore (ersica', the famous DToothbrush TreeD
used for centuries. The astringent and anti,bacterial properties of Meswa" help reduce
tooth decay, fight plaque and prevent gum diseases.Miswa" 1erb is a rare, potent,
priceless, wonder herb that delivers incredible Dral 9are benefits. 6abur brings this
wonder herb in the form of 'ncredible 3Meswa"3 toothpaste. 't is scientifically proven to
reduce tarter ; plaque, fights germs ; bacteria to "eep gum healthy, helps prevent tooth
decay, eliminates bad breath and ensure strong teeth. 'n short, Meswa" provides
'ncredible Dral 9are. 7o wonder, Meswa" is today the largest premium toothpaste brand
in the country.Meswa" Toothpaste is scientifically formulated from pure extract of the
Miswa" plant, 3alvadore (ersica3 , the famous 3Toothbrush Tree3 used for centuries. The
astringent and bactericidal properties of Miswa" help reduce tooth decay, fight plaque
and prevent gum disease. A rare woody stemmed herb, Miswa" grows slowly amidst
barren sand dunes of .frica and outh .sia in arid conditions, resisting the brutal forces
of extreme heat and cold temperatures.
This incredible herb imbibes the finest and potent gifts from nature Csed Traditionally
for centuries for oral care. 2ven a small amount of Miswa" is capable of providing
9omplete Dral 9are for :ou. The Miswa" herb contained in this toothpaste is
scientifically proven to help reduce tarter and plaque, fight germs and bacteria to "eep
gums healthy, helps to prevent tooth decay, eliminate bad breath and ensure strong teeth,
to provide incredible Dral 9are for :ou..The Miswa" herb (alvadora persica) is a small
woody shrub with a croo"ed trun", seldom more than one foot in diameter. 't has a
pleasant fragrance, as well as a warm and pungent taste. alvadora persica is a popular
chewing and teeth cleaning stic" used for centuries throughout the middle east and asia
area.. 544> scientific study comparing the use of Miswa" with ordinary toothbrushes
concluded that the results clearly were in favor of the users who had been using the
Miswa", provided they had been given proper instruction in how to brush using it. The
-orld 1ealth Drgani*ation recommended the use of the Miswa" in #$/0 and in 5444.

Anchor toothpaste
Two years after its last campaign, .nchor Toothpaste rolls out a new
one, with the tagline 36aant fit toh life fit3 at its core. The
campaign will serve to up .nchor3s imagery and establish the
brand in the 3life3 space.fter its campaign a couple of years
ago, which strategically established the brand as the #44 percent vegetarian
toothpaste, .nchor now rolls out a new ad campaign with a slightly different
agenda.The campaign provides consumers with a relatable benefit, namely the
proposition that one3s life is a whole lot more convenient and enAoyable, if one3s
teeth are ta"en care of. The tagline for the campaign is 36aant fit toh life fit3.
2vidently, it emphasises the benefits of having good teeth in the context of one3s
overall life.he brand3s last campaign had featured a TS9, wherein the then brand
ambassador, actor HaAol, was seen persuading mothers to switch to .nchor for the
benefit of their children. -hen qui**ed about whether there has been an upward
shift in the age of the T%, ashi 7air, president, .nchor 1ealth and !eauty 9are
answers, +Dur T% has never been children alone. Toothpaste as a product is
bought for the familyE so our T% remains 3the family3.+1e adds that the current
campaign is an effort to position the brand in a manner that "eeps up with the
times, and simultaneously, brings some excitement into the toothpaste
category.The creative duties for the campaign are with Dgilvy 'ndia. The brief
involved giving the brand some much,needed contemporary imagery. The
campaign has tapped into relatable life situations, in order to communicate the
brand3s message that life as a whole would be better if one3s teeth are fit.The
recently released TS9 begins with the visual of an enthusiastic, young, newly,
wed woman, ma"ing a messy, albeit genuine attempt at ba"ing a ca"e for her
husband. Bust as she winds up the exercise, her husband comes home. The ca"e
turns out to be roc",hard, but before she can warn her husband about it, he has
already ta"en the first bite. urprisingly, he bites into it with ease and gives her an
appreciative nod for her efforts.The film, which uses exaggeration as a
storytelling tactic, has been directed by (rasoon (andey.+The imagery used in the
TS9 is modern and has a !ollywood feel to it. 't thus does not alienate anyone.
The city,slic"er will buy into it, as will the small,town consumer,+ explains
.bhiAit .vasthi, national creative director, Dgilvy 'ndia.1e goes on to explain that
while other toothpaste brands have defined themselves in their own distinct
spaces ,, 9olgate with a doctor in its ad films, (epsodent by its 3germ,"illing3, and
9lose Cp stressing on fresh breath that facilitates intimacy ,, .nchor is loo"ing
for a positioning that goes beyond 3strong teeth3.+The brand wants to establish
itself in the 3life3 space, and convey that life is happier when one has good teeth,+
says .vasthi.-hile this TS9 draws on the dimension of strength, leading to the
end benefit of a happy lifeE the other elements of this campaign draw on more
such aspects with the same end benefit.The media mix for the campaign includes
television, outdoor, radio and mall activations.
Ca#paign fit hai3
agar Mahabaleshwar"ar, national creative director, !ates#=# expresses, +The TS9 is
entertaining, funny and interesting in this category. 't3s a story well,told and well,
executed as well. ' can narrate it frame to frame after having viewed it Aust once ,, this
shows that it has left an impact. 't is a tad over the top, but that is necessary to ma"e its
point.+1e adds that the audio in the TS9 is part of a new trend of remixing old 1indi
film songs in modern,day commercials, and that it tends to wor" vey well.
antosh (adhi, chief creative officer and co,founder, Tap&oot 'ndia, asserts, +!esides the
proposition of 3strong teeth3, one that every second player claims, these guys have got
other things bang on, for which they will be remembered. '3m glad they are not thin"ing
consumers are stupidE they haven3t dumped another demo film ,, also something one
finds in almost every second category, be it detergent, utensils, floor, paint or dental
care.+1e adds that the new imagery ma"es the brand loo" younger, louder and more eye,
catching than its earlier wor".