Promoting Oral Health in Rural India: The Case of Pepsodent

Toothpaste was not an accepted product in the rural market since people in rural areas preferred conventional method of cleaning their teeth such as neem twigs, salt, etc. Pepsodent was one amongst the most powerful brand of Hindustan Unilever Limited (HUL) that was promoted through 1500 dentists in the rural areas. They targeted the product to the male member of the family. HUL promoted the product (Pepsodent) very aggressively in the rural...