Dabur Meswak’s ‘Rare Stories’ campaign addressed the knowledge gap about the Miswak herb among urban youth by spotlighting its resilience through consumer stories. By leveraging AI and user-generated content, the campaign transformed personal anecdotes into AI-narrated tales, embracing the evolution of digital storytelling. Anchored by a microsite and amplified through a launch film, press briefings, and social media, the campaign inspired thousands of entries and featured three winning stories as short films. With 13.6 million digital film views, millions of social media engagements, and increased awareness of Meswak’s heritage, ‘Rare Stories’ deeply resonated, seamlessly merging tradition with innovation.
