Meswak

Meswak (also referred to as Miswak) is a toothpaste brand that was launched in India by Balsara Hygiene in 1998. The toothpaste is marketed as a herbal toothpaste as it is made from extracts of the Salvadora persica plant. The brand was relatively unknown until a television advertising campaign during the 1998 Coca-Cola Cup spread brand awareness. In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise in a ₹1.43 billion (US$21 million) deal. As of 2007, the Meswak brand was valued at ₹200 million (US$3.0 million). In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.