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In a powerful showcase of strength, heritage, and health, Dabur Babool toothpaste has launched its latest campaign “Jad Se Mazboot” at the legendary Nauchandi Mela in Meerut.
With a heritage of over 38 years in Indian households, Dabur Babool continues to be a trusted name in oral care. And with this latest activation, it has cemented its position as the only toothpaste you need for “Jad se Mazboot” teeth.
The Mela: A century-old cultural icon
Held annually in Meerut for over 100 years, Nauchandi Mela is one of North India’s most vibrant local fairs, a confluence of culture, commerce, and community. With a footfall of over 10 lakh people each year, the mela offers a powerful platform to connect directly with consumers across generations and geographies.
At the mela, Dabur Babool has unveiled a giant tooth installation, symbolizing natural, unbreakable strength. Visitors to the mela are invited to take on the tooth’s strength in a tug of war challenge. It’s a test of might and muscle, where participants attempt to pull apart the tooth, and discover firsthand that it’s not as easy as it looks. Irrespective of their performance, each participant walks away with a pack of Dabur Babool, letting them experience the Ayurvedic strength first-hand. The activity captures the campaign’s message in a fun, interactive format: when your teeth are naturally strong from the roots, you’re unshakable.
Witness the World Record strength Live at the Mela
To supercharge the energy, the mela will witness jaw-dropping live demonstrations by Mr. Vikas Swami, a Guinness World Record holder renowned for lifting 121 kg with his teeth.
From Friday to Sunday, he’ll perform thrilling and awe-inspiring dental strength stunts that will leave the audience stunned, and convinced that true strength begins at the roots.
Celebrating India’s oral strength, rooted in nature.
“In a market full of artificial promises, Dabur Babool stands apart as a brand rooted in India’s Ayurvedic wisdom. The ‘Jad Se Mazboot’ campaign is our ode to that strength, the kind that doesn’t shout, but stands strong in every challenge life throws. And what better place to bring this alive than Nauchandi Mela, the heart of tradition and community,” said [Spokesperson’s Name], [Designation], Dabur India Ltd.
The buzz among influencers
To further amplify the message, Dabur Babool has roped in local and national influencers, who are joining the mela to participate in the challenge and share their personal stories of strength and resilience. From wrestlers to yoga experts, from comedians to folk artists, they are all coming together to say: “Jad Se Mazboot”.
A campaign rooted in purpose
Backed by powerful visuals and local language storytelling, the campaign also explores the emotional strength of everyday Indians.
#JadSeMazboot is not just about plain dental care. It’s about trusting in what is rooted, real, and resilient.
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