The re-launch is backed by extensive research on the product, in light of market dynamics and changing consumer behaviour and preferences. The three key ingredients neem, calcium and mint signify protection, strengthening of teeth and a freshening feel respectively.

Neem Active promises germ-killing properties with an 'un-bitter' taste and is positioned as a natural germ fighter for strong teeth and healthy gums. The new Neem Active has all the enriched power of neem and improved product formulation to ensure strong teeth and healthy gums.

Henkel SPIC India Limited MD A Satish Kumar says, "The new- Neem Active Complete care pack has been contemporised to give a new refreshing look, yet maintaining the traditional values of the brand. Now with the extensive technological and marketing muscle in place for Henkel, Neem Active is geared up for a re-launch that will not just give the brand a new lease of life, but also an entry into every home."

Advertising both in print and TV will support the re-launch in addition to outdoor and other media-related activities. Further, to generate trials, extensive sampling is being planned through regional and national magazines.

The new TVC is extremely thrilling with two kids outdoing each other in histrionics and categorically spells out the refreshing new flavour, germ fighting ability and the capacity of the all-new Neem Active to strengthen teeth and gums. The commercial has been made in all south Indian languages, as well as in Bengali and Hindi.

The TG of Neem Active toothpaste includes all consumers who are looking for herbal products. Previously, the dissonance factor embedded with the brand neem was the perception of bitter taste. Now, the new pack comes with the promise of a good, ‘un-bitter’ taste and as such, the toothpaste is now bought for the consumption of the entire family. A new 40g pack has also been introduced to gain new users for the brand.