When the Excise Department denied the ruling and initiated a lawsuit, the situation became even worse. They took the case to the high court, but the high court too ruled in support of Vicco stating that since it was herbal medicine, no tax could be levied. However, in that period, a tax and central excise reform were introduced, and this new central excise tariff act 1985 was adopted in 1986, and once it was enacted, a second trial was started, this time by central excise on Vicco, and that case lasted several years. 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.”

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.” Raheja informed that the jingles were written by script writer, (late) Sharma which even included ‘Vicco Turmeric, nahi cosmetic, Vicco Turmeric ayurvedic cream’. “His contribution and work towards the making of the jingle was tremendous. Vinodji was the scriptwriter for the forthcoming commercials of Vicco Turmeric too,” said Raheja. It was founded by Keshav Vishnu Pendharkar in 1952, in a small godown in the industrial belt of Parel, in Mumbai. [2] [6] Its first product was a tooth cleaning powder which was developed after studying ancient Ayurvedic texts. Initially, Keshav Pendharkar and his sons would go door-to door to sell the product. [2] In 1971, the company expanded into the skincare segment and came out with a turmeric-based skin cream called Vicco turmeric Ayurvedic cream. [2] Awards and recognition [ edit ] He added, “We never did any market research. Had we conducted a survey, we would have figured that yellow colour is very repulsive in nature. My grandfather was a visionary where he believed that those products should be created for people which are needed by them. And many times, the public at large don't understand what is good for them. Since the product was for their benefit, it was our duty to convince them, and inform them about the benefits of the product,” added Pendharkar.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.

While fluoride in dental products may help to protect our teeth, there are many who would rather avoid it as t oo much fluoride can have a negative impact on our health.Therefore, you might prefer to limit your exposure, especially if you use other fluoride-containing products already. Optimal oral health requires proper oral hygiene measures. Oral hygiene measures comprise of mechanical methods, chemical methods or combination of both. Mechanical oral hygiene procedures seem to be the most effective form of all oral hygiene measures available. Mechanical oral hygiene aids include use of toothbrushes along with dentifrices and other interdental aids. Today, toothbrushing along with dentifrices is the most reliable means of preventing and controlling plaque formation at individual level [ 1].

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For the first commercial, (late) Vinod Sharma was the scriptwriter. Those days, print was very popular compared to television and radio. “Most of the ad films produced by him were jingle-based, for he believed that a jingle-based ad film especially for television and radio would do wonders for the brand,” says Raheja. 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]. The present study compared the effects of three different herbal toothpastes on salivary pH and salivary glucose. The overall experience with the use of toothpaste reported was good with no adverse reactions. Reduction in salivary glucose levels and an increase in salivary pH levels were seen after use of allotted toothpastes. The present study incorporated only herbal toothpaste because of effectiveness and increased public interest in the usage of Alternative Health Care, including use of natural or herbal health care products [10]. Previous literature has shown effectiveness of herbal toothpastes in maintaining gingival and periodontal health [17]. It can be seen from the available literature that increased salivary glucose levels are associated with increased dental caries prevalence in normal individuals as well as diabetic patients [18]. Also salivary pH has an influence on caries process. Demineralization and remineralization processes of the tooth are dependent on pH of the saliva [19]. The present study has shown positive influence of herbal toothpastes on these two salivary parameters.