Zandu Copper Tongue Cleaner

Zandu launched its Copper Tongue Cleaner to promote a holistic oral care solution rooted in Ayurveda. The product aims to provide superior hygiene compared to traditional steel or plastic tongue cleaners by leveraging the benefits of copper, which helps remove toxins, bad breath, and improves taste.

Target Audience:
The campaign targeted e-commerce shoppers across India, focusing on users aged 10-70, skewing towards 33-35-year-old men and women in metros and Tier 1 and 2 cities.

Business Objective:
The primary goal was to convert users of steel tongue cleaners to Zandu’s copper variant by highlighting its Ayurvedic health benefits and driving trials and conversions on Zandu Care and Amazon.

Campaign Idea – Ayurvedic Well-Being:
The core message was centered around “Ensuring your well-being the Ayurvedic way.” The campaign emphasized the Ayurvedic practice of tongue scraping and its health benefits, including toxin removal, fresher breath, and better taste reception.