Vicco Laboratories has launched a new campaign for Vicco Vajradanti Saunf, conceptualised by Scarecrow M&C Saatchi and featuring Alia Bhatt.
The film has been directed by noted ad film and Bollywood director, Abhishek Varman.
Built around a playful metaphor, the film questions whether a token “pinch” of herbs is enough to address serious gum concerns.
It then introduces Vicco Vajradanti Saunf as a more powerful choice, combining the trusted efficacy of 18 Ayurvedic herbs and barks with the refreshing taste and aroma of saunf.
Through humour, sharp storytelling and Alia Bhatt’s effortless screen presence, the film makes a clear distinction between superficial herbal claims and the depth of Vicco’s Ayurvedic formulation.
The campaign brings alive the product’s dual promise: stronger gums and fresher breath, summed up by the thought, “Ayurved bhi. Taazgi bhi.”
The launch reinforces Vicco’s long-standing authority in Ayurvedic oral care while giving the iconic Vajradanti franchise a contemporary, refreshing expression designed to appeal to today’s consumers across generations in India today.