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They began as a small tooth powder firm and have since expanded to include a diverse product portfolio such as Vicco Vajradanti paste, Vicco turmeric cream, Vicco sugar-free paste, Vicco foam base, Vicco turmeric facewash, and so on. The firm exports its goods to 30-40 nations worldwide. Vicco – Awards
Unstimulated saliva was preferred over stimulated saliva in the present study, as unstimulated saliva is secreted by the salivary glands in normal physiological conditions. The unstimulated whole saliva is often preferred in the diagnosis of biomarkers, as stimulated saliva contains a diluted concentration of ingredients which are intended to be detected. The dilution of salivary sample may pose difficulties in detection of these ingredients and may result in inferior levels of these ingredients in the processed salivary sample [ 16]. Keshav Pendarkar founded Vicco in 1952. In Nagpur, he was running a local ration shop. We all possess high aspirations and are striving to achieve them. We all desire to attain more ambitions in life, and Keshav was no exception. As a result, he relocated to Mumbai with his family and began working for his goal.Dentifrices are the routinely administered oral hygiene aid for cosmetic as well as therapeutic purpose. Widespread and regular use of the dentifrices serves as the most effective tool for prevention and control of oral diseases. The therapeutic effect of dentifrices is to reduce caries incidence, gingivitis, or tooth sensitivity. Dentifrices are marketed as toothpowders, toothpastes, and gels. Among dentifrices, toothpaste is the most common and accessible means of preventive oral health care tool available to Indian population. Available data from scientific literature shows that when used regularly, modern toothpastes can help prevent dental caries and limit the regrowth of dental plaque and gingivitis [ 2, 3]. As per Pendharkar, during the course of the litigation, Susheel Khard, an ad film director was the person who came up with the jingle ‘Vicco Turmeric , nahi cosmetic - Vicco Turmeric ayurvedic cream’in the 1990s which was in line with their communication strategy. Folks used to buy videotapes to see movies during those days, and Vicco transmitted its jingles in local dialects on those tapes as well. Indians residing in other countries bought the tapes, hence more people became aware of the brand. We often don’t love brushing. But with a good toothpaste, the entire experience can be interesting. Especially with Vicco Vajradanti toothpaste, which is made from the science of Ayurveda. Vicco Vajradanti toothpaste ingredients are rich in pure extracts, vegan and have healing powers, which make oral care special and effective. Later to shoot the ad films, they reached out to SS Oberoi, founder of Oberoi Films. The brief was simple: “Mujhe ek ad film banaana hai.” Ujwala Raheja, proprietor, Oberoi Films, recalls that Gajanan Pendharkar had approached her father saying these very words.
Answer: It is recommended to brush your teeth at least twice a day using Vicco Vajradanti Paste for optimal oral care. This is the ad film featuring actor Sangeeta Bijlani that was first aired on Doordarshan in 1984 before the airing of the sitcom 'Yeh Jo Hai Zindagi'.According to Pendharkar, jingle has a very good brand recall for it became way easier for Vicco Laboratories to connect with the consumers. Pendharkar said, “The jingle used to be accompanied by a text that spoke about the product, its usage, its properties, and its benefits. The first 15 seconds were utilised for this and the last 15 seconds were used for the recall or for playing the jingle.” Speaking about the commercial that featured Sangeeta Bijlani, he added, “Marriage is an emotional moment where people come together. That was a connection there. The last advertisement that featured Mishti Chakraborty who is the brand ambassador, you will see a modern woman who believes in ancient traditions and ayurveda. When it comes to turmeric, it does not fit in one era. It was, it is, and will remain beneficial for the skin.” Keshav was a disciplinarian, Pendharkar remembers. “We had a 2BHK flat in Dadar then. At 6.30am, ajoba would start singing ‘Uthi uthi gopala’ (a Marathi morning song). Everyone would get up, use the common bathroom within 10 minutes of the other, roll up the mattresses and start working by 8.30am.” All income would be shared, and divided between business and household expenses. Such values, says Pendharkar, made sure the family remained tightly knit. “We now have a 25 BHK house near our factory in Dombivli (in Thane district, neighbouring Mumbai). There are 25 toilets in there but only one kitchen.” Although Vicco Turmeric Skin Cream has lost its competitive edge due to the success of its rivals, the firm has been utilizing platforms such as tv and radio to inform the masses about the importance of Indian herbs and their significant uses. Healthy Teeth and Gentle Whitening: The powerful combination of medicinal herbs in this toothpaste helps promote healthy white teeth. This toothpaste also helps prevent the formation of plaque, reducing the risk of cavities and tooth decay.Oberoi went on to produce several ad films which were featured across cinema and television screens. In 1973, jingles, ‘Vicco Turmeric ayurvedic cream, Tvacha ki raksha karey antiseptic cream’, and ‘Vajradanti Vajradanti, Vicco Vajradanti. Vicco Powder, Vicco Cream. Ayurvedic jaleebootiyon se bana sampoorn swadeshi’were launched. It was purely a jingle-based concept. “My uncle, Gajanan Pendharkar said that, before the jingle, a commentary would be aired on the presence of natural ingredients in the product and its beauty benefits. That part was written by Vinod Sharma,” said Pendharkar. Salivary pH showed increase in all the three groups after brushing. This transient increase in salivary pH level immediately after brushing might be due to increased salivary secretion due to stimulation of parotid gland secretion by substances present in the toothpastes such as Pilu ( Salvadora persica), Neem (A zadirachta indica) which are present in Dant Kanti and Himalaya Complete Care toothpaste [11]. Organoleptic properties of liquorice ( Glycyrrhiza glabra) and cinnamon ( Cinnamomum verum) which are present in Vicco Vajradanti stimulate the salivary flow and this in turn helps to raise the pH of the saliva [12], [13]. Salivary stimulation due to act of brushing increases salivary flow rate; also release of calcium and phosphorous ions from toothpastes itself as well as antibacterial activity against acid producing bacteria in saliva might have helped to raise the pH of the saliva [14]. Increase in mean pH was more (in the range of 0.50–0.75) in present study as compared to previous study (in the range of 0.24–0.47) [14]. Since this was a pilot study, it was decided to include 15 participants in each group [8]. Forty-five participants from all the dental students who fulfilled inclusion and exclusion criteria were selected by simple random method and were randomly divided into three groups of 15 each. Three different toothpastes were assigned to three groups by simple random method. Initially, customers weren’t too keen on using it daily. “When they would see a yellow cream, they would be like, ‘Baap re! We will turn yellow too!’ That’s when we would give them a demo.” This is the commercial that was aired post 1990s and the revised jingle is a part of this commercial. The ad film featured actor Mrinal Kulkarni.)
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