PROMISE TOOTHPASTE

1978

Promise toothpaste was launched in 1978 by Balsara Hygiene in India. The success of the brand was attributed to the fact that it was positioned as a toothpaste made of clove oil, a natural ingredient known in most homes and traditionally used to treat dental ailments. With the tagline “The unique toothpaste with timetested clove oil” and Maya Alagh as brand ambassador, it was the goto brand in the ’80s