Promise is a brand of
toothpaste
Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it is an abrasive that aids in removing dental plaque and food from the teeth ...
that was launched in 1978 by Balsara hygiene in
India
India, officially the Republic of India ( Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the ...
. Initially, the brand was successful and commanded second highest marketshare after
Colgate which was then the market leader. The success of the brand was attributed to the fact that it was positioned as a toothpaste made of
clove oil, which is traditionally used in India to treat
dental ailments. The brand's tagline was "The unique toothpaste with time-tested clove oil".
Its brand ambassador was
Maya Alagh. In 1994, the company launched a 2-in-1 gel under the Promise brand, however this product failed because it was aimed at the youth segment which did not relate to Promise's strong clove taste.
In 2005, Promise was sold by Balsara to
Dabur
Dabur Ltd is an Indian multinational consumer goods company, founded by S. K. Burman and headquartered in Ghaziabad. It manufactures Ayurvedic medicine and natural consumer products, and is one of the largest fast-moving consumer goods (FMCG ...
along with other Balsara toothpaste brands
Babool and
Meswak in a deal.
See also
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List of toothpaste brands
Toothpaste is a gel dentifrice used in conjunction with a toothbrush to help clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene; it functions as an abrasive agent that helps to remove dental plaqu ...
*
Index of oral health and dental articles
Dental pertains to the teeth, including dentistry. Topics related to the dentistry, the human mouth and teeth include:
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A
:Abfraction •
Abrasion •
:Academy of General Dentistry •
:Acinic ...
References
Brands of toothpaste
Oral hygiene
Indian brands
Dabur Group
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