This collaboration brings together Dabur Herb'l Activated Charcoal toothpaste, renowned for its whitening properties, with Star Wars, focused to attract young adults. Inspired by the black colour toothpaste, the packaging consists of a Darth Vader design, symbolising the charcoal in the toothpaste.

Star Wars Day is an informal commemorative day observed annually on 4 May to celebrate the Star Wars media franchise created by filmmaker George Lucas. This premium packaging runs with the campaign “Embrace the Dark Side” and choose “Black Toothpaste for Whiter Teeth”.

Abhishek Jugran, executive vice-president marketing, Dabur India, said, “This collaboration, first in Adult toothpaste category, stems from the common dark force connection between Star Wars and Dabur Herb'l Activated Charcoal toothpaste's proposition. The objective is to provoke people to #ChooseBlackForWhite teeth which is a highly differentiated proposition in a universe full of white toothpaste products. By doing this Dabur Herb'l Charcoal aims to connect with diverse demographics, elevate the grooming experience, and provide shiny white teeth as it is clinically proven to deliver 1 Shade Whiter Teeth in 1 Week.”

The Dabur team concluded, “May the force be with your smile."