The colour black is symbolic of a variety of things – the night sky, soil, protection, sophistication, power, dressing etc. Using the colour black as its premise, Dabur Herb Charcoal toothpaste with its emotive campaign ‘Choose Black for White’ urges everyone to smile brighter with whiter teeth!

Under this campaign, the FMCG giant has launched a poignant ad – Black for White. The ad talks about the power of the colour black.

The colour black brings forth many sentiments. When on a soldier’s uniform, it disburses a sense of protection. White and soft cotton emerges from the dark black soil and when a theatre rooms turn dark, the play comes to life.

Stressing on how black is perceived at different times, the new toothpaste ad from Dabur is making the right noise. With its target audience centered around millennials and Gen Z, this ad calls to attention the importance of activated charcoal for greater oral health.

This new ad urges audience to choose the colour black, here symbolic of the Dabur Herb’l Charcoal toothpaste, to get whiter teeth and a brighter smile. With a powerful storyline, the ad has been well-received with the audience praising the concept.