Promise is a brand of toothpaste that was launched in 1978 by Balsara hygiene in India. Initially, the brand was successful and commanded the second-highest market share 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".[1] 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.[2] In 2005, Promise was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Meswak in a inr 1430000000 deal.[3][4]
See also
- List of toothpaste brands
- Index of oral health and dental articles
References
- Ramanuj Majumdar. Product Management in India PHI Learning Pvt. Ltd, 2004^
- How Balsara Lost Its Bite Business Standard, 6 August 2002, retrieved 13 March 2012^
- Dabur buys 3 Balsara group cos for Rs 143 cr The Hindu, 28 January 2005, retrieved 13 March 2012^
- Dabur to buy Balsara for Rs 143 cr The Financial Express, 28 January 2005, retrieved 13 March 2012^