Not just Doordarshan, but the show brought Vicco Turmeric ayurvedic skin cream and Vicco Vajradanti in the limelight and made it a pan India national brand. The commercials used to air before the starting of the show and in between the breaks. The commercial first aired on Doordarshan featured an unknown model. Post that, the ad first aired on the channel gave actress Sangeeta Bijlani her first break. Then the forthcoming advertisements saw the presence of actress Mrinal Kulkarni too. Bakul, Manjishtha, Patang, Kabab-Chini, Babhul, Khair, Jeshthamadh, Jambhul, Bor, Amla, Harda, Behada, Vajradanti, Anantmul, Akkalkadha, Dalchini, Lavang, Acrod, Maifal, Ajwain Inclusion Criteria: Subjects in the age group of 19-21years with good general and periodontal health following routine oral hygiene procedures and those who agreed to comply with the study visits were included in the study. Did you know that Vicco's current turnover is over 500 crores? It has built factories in Dombivli, Nagpur, and Goa to expand its business. However, in 1986, Sanjeev Pendharkar understood that his pharmacy diploma would not be enough, so he pursued a management and law course to help the company flourish. Freshen Breath: The refreshing Dalchini flavour leaves your mouth feeling fresh and clean, ensuring long-lasting fresh breath. Experience a burst of freshness with every use.

Most of the ad films of Vicco Turmeric that one has grown up watching, its vintage touch has been retained and not much has changed over the years, especially its jingle. “This was done so that the new generation could connect with the brand which would lead to a tremendous brand recall. In the case of Vicco Vajradanti where Alia Bhatt is the brand ambassador, the tune of the jingle has been maintained, lyrics have slightly changed, but its nostalgic value has been retained, and we have made it somewhat contemporary.” The present study employed only second and third year BDS students based on the availability during the actual study period and keeping in mind the future study compliance. The present study incorporated only herbal toothpaste because of increased public interest in the usage of alternative health care, including use of natural or herbal health care products. According to the World Health Organization (WHO), up to 80% of the population in developing countries uses plants and its products as traditional medicine for primary health care. In the developed countries, 25% of the medical drugs are based on herbs and their derivatives [ 12]. Ease of availability, least side effects compared to conventional chemical toothpastes and low cost make the herbal preparations as the key player of all available therapies, especially in rural areas [ 13]. Available scientific literature shows that herbal toothpastes are as effective as conventional toothpastes [ 14, 15]; but there is a dearth of scientific literature showing comparative efficacy of one herbal toothpaste over the other. Hence, only herbal toothpastes have been selected for the present study to assess the efficacy of one over another. With demand soaring, Vicco set up a manufacturing facility on a 10-acre campus in Nagpur in 1986. Twenty-year-old Pendharkar, a pharmacy graduate like his father, was put in charge. But the factory ran into problems from the very beginning. There was a dispute on wages, with workers going on strike for three months; some of the managerial staff was roughed up. This experience, says Pendharkar, prompted him to study law and management. He would work at the factory during the day and attend classes at Nagpur university by night. This went on for five years. “Eventually, we conducted legal inquiries and dismissed (those found guilty).”It’s a baffling admission from a brand that has for so long avoided falling into the fairness trap. Later, Pendharkar clarifies that his cream is more about the glow than complexion. “Even if Sri Krishna uses this, he will start glowing.” He soon began his business in a modest godown, producing chemical-free teeth cleaning powder for folks of all ages. He devised this strategy since it is something that would be used daily and by anyone. As a result, the possibilities of it being famous were higher, and that's what prompted him to manufacture a product like this. Exclusion Criteria: Subjects suffering from systemic diseases, currently using antibiotics, subjects undergoing orthodontic treatment, subjects using oral hygiene aids other than toothbrush & toothpaste, subjects having adverse habits like smoking, alcohol consumption were excluded from the study. 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. Vicco Vajradanti and Vicco Turmeric Skin Cream were not qualified to be categorized as herbal remedies, as stated by the business, and were rather identified as cosmetics by the Central Excise Department in 1978.

Aside from promoting a healthy, bright complexion, the commercials also showed ways it could be utilized as a medication to treat cuts and bruises, acne, and burns. I have been using Vicco Vajradanti Paste for years and it has improved the health of my gums. Highly recommended!' - Farhan Ibrahim, Engineer, 42 Saliva collection and analysis: The required quantity of saliva sample was collected before and after tooth-brushing procedure. Subjects were asked to abstain from eating and drinking for 1 hour before sample collection. Tooth-brushing along with the allotted toothpaste for each male participant was monitored by the investigator himself; while for female participants, it was monitored by a female investigator assistant throughout the study period. Bad breath can be caused by the accumulation of bacteria in the mouth. A lot of people have bad brushing techniques that leave food particles overnight. Vicco Vajradanti toothpaste contains ingredients such as Ajwain and other flavorings agents that help to mask bad odours and leave the mouth feeling fresh and clean Subjects were instructed to brush twice daily using the toothpaste which was given to them. Unstimulated saliva samples were collected before and after brushing and were transported to the laboratory where salivary ALP and salivary ACP levels were determined. The study was conducted over a period of 4 weeks on each subject and saliva samples were obtained at weekly intervals starting from day 1 i.e., on 1 st day, 7 th day, 14 th day, 21 st day and 28 th day.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].