Dabur Red Reimagines Cricket Fandom with an AI Twist as Chaubey Ji Returns as ‘Dhurandhar’

Cricket season in India isn’t just about runs and wickets; it’s about emotion, rivalry, and unapologetic passion. Tapping into this electric atmosphere, Dabur Red Paste has unveiled a fresh campaign under its enduring Chabaatey Raho platform, reviving the much-loved Chaubey ji character in a new-age avatar called ‘Dhurandhar’.

Portrayed by Manoj Pahwa, the character now gets an AI-powered upgrade, blending nostalgia with technology to create a sharper, more contemporary presence during the cricket frenzy. The idea is to mirror the intensity and humour of fan rivalries, especially during high-stakes clashes like India vs Pakistan and weave it seamlessly into the brand’s strength-focused narrative.

Conceptualised by LOM Worldwide, the campaign positions Chabaatey Raho not just as a tagline but as a mindset. The phrase becomes symbolic of resilience, whether it's strong teeth handling tough bites or fans holding their nerve during nail-biting overs.

By placing the brand at the heart of living-room debates, stadium cheers, and social media banter, Dabur Red Paste connects its functional benefit of dental strength with the emotional highs of cricket culture. The storytelling thrives on relatability, capturing the animated discussions, friendly taunts, and dramatic reactions that define India’s sporting spirit.

Marketing leaders at Dabur highlight how cricket, much like food and cinema, serves as a powerful cultural entry point. The return of Chaubey ji aims to entertain audiences while reinforcing the idea of staying confident and unfazed, no matter how heated the match gets.

A Digital-First Play for the Season

Rolling out across digital and social platforms, the campaign leverages AI-driven storytelling to keep the character dynamic and relevant throughout the tournament. With humour, nostalgia, and tech working together, Dabur Red Paste ensures it remains part of cricket-led conversations all season long, encouraging fans to keep cheering, keep debating, and above all, keep “Chabaatey Raho.”

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