Dabur has launched a campaign ‘Miswaknama’, for its Dabur Meswak toothpaste. The campaign uses influencer-led storytelling to take audiences on a journey across India to rediscover Miswak, a natural ingredient used in traditional oral care. The company states that the project blends travel, culture, and wellness to show the legacy of the Miswak tree.
In the first phase of the campaign, regional travel influencers travelled across five culturally diverse regions of India. These creators documented their journeys on Instagram, exploring local landscapes and interacting with communities to trace the historical role of Miswak. According to the brand, these stories demonstrate how traditional ingredients remain relevant in modern wellness routines.
Dabur explains that Miswaknama is designed to move beyond standard ingredient marketing by presenting Miswak through a cultural lens. By partnering with regional storytellers, the brand aims to make the narrative more engaging for younger, digitally native audiences. The company shares that the initiative blends authentic travel experiences with wellness education to encourage consumers to rediscover traditional oral care practices.
The brand concludes that the campaign effectively highlights the connection between nature and tradition. Through this influencer-led approach, Dabur Meswak positions its core ingredient as a key part of contemporary wellness conversations, targeting a new generation of consumers who value natural products.
Link to the campaign:
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Prashant Agarwal, Marketing Head – Oral Care, Dabur said, “With Miswaknama, we wanted to move beyond conventional ingredient communication and celebrate the rich cultural heritage behind Miswak. For generations, Miswak has been associated with natural oral care traditions, and through this initiative we aim to rediscover and share its story with a new generation of consumers. By collaborating with regional creators and exploring different parts of India, we are bringing the legacy of Miswak closer to audiences in a format that is engaging, authentic and rooted in culture.”
Speaking about the campaign Amrita Sharma, Founder, Mixed Route Juice (Agency), said, “With Miswaknama, the idea was to transform an ingredient story into a cultural journey. By bringing together travel, local narratives and wellness, we created an influencer-led storytelling format that allows audiences to experience the heritage of Miswak in an immersive way. Partnering with regional creators helped us capture authentic perspectives while building a narrative that resonates with today’s digitally native consumers.”
