| Promise | |
| Type: | Dental Products |
| Currentowner: | Dabur |
| Related: | Babool and Meswak |
| Previousowners: | Balsara Hygiene Products Limited |
| Website: | https://www.daburdentalcare.com/ |
Promise is a brand of toothpaste that was launched in 1978 by Balsara hygiene in India. Initially, the brand was successful and commanded the second-highest market share after Colgate which was then the market leader. The success of the brand was attributed to the fact that it was positioned as a toothpaste made of clove oil, which is traditionally used in India to treat dental ailments. The brand's tagline was "The unique toothpaste with time-tested clove oil".[1] Its brand ambassador was Maya Alagh. In 1994, the company launched a 2-in-1 gel under the Promise brand, however this product failed because it was aimed at the youth segment which did not relate to Promise's strong clove taste.[2] In 2005, Promise was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Meswak in a deal.[3] [4]