Vajradanti is scientifically known as Barleria Prionitis Linn. This healing herb has been mentioned in ancient texts and has been a favourite of ayurvedic practitioners. The word literally translates as “diamond teeth”, which is the result obtained after prolonged use of Vajradanti. It was the first brand to sponsor a television show just so their jingle could be broadcast repeatedly, and this was called "marketing blitzkrieg" meaning "doing your branding on multiple platforms at the same time." He soon began his business in a modest godown, producing chemical-free teeth cleaning powder for folks of all ages. He devised this strategy since it is something that would be used daily and by anyone. As a result, the possibilities of it being famous were higher, and that's what prompted him to manufacture a product like this.

As per Pendharkar, during the course of the litigation, Susheel Khard, an ad film director was the person who came up with the jingle ‘Vicco Turmeric , nahi cosmetic - Vicco Turmeric ayurvedic cream’in the 1990s which was in line with their communication strategy. 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 company was founded by Keshav Vishnu Phendharkar in 1952 as Vishnu Industrial Chemical Company to make products that were free of chemicals.

Answer: It is recommended to brush your teeth at least twice a day using Vicco Vajradanti Paste for optimal oral care. 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. Although Vicco Turmeric Skin Cream has lost its competitive edge due to the success of its rivals, the firm has been utilizing platforms such as tv and radio to inform the masses about the importance of Indian herbs and their significant uses. Mechanical oral hygiene procedures employing proper use of toothbrushes along with dentifrices seem to be the most effective form among all oral hygiene measures. Dentifrices serve as an ideal vehicle for any active therapeutic ingredient [1]. Among dentifrices, various types of toothpastes serve as the most common and accessible preventive oral health care tool available. It has been proven that modern toothpastes can help prevent dental caries and limit the regrowth of dental plaque & gingivitis [2].

Pendharkar said, “Right from day one, Vicco Turmeric was an ayurvedic cream. Its additional benefit was that it is an antiseptic cream which has been mentioned in the jingle. Initially, the challenge was to promote ‘haldi’ (turmeric). We knew that, unless people understood the value of turmeric as an essential ingredient in our product, they wouldn't understand the value of Vicco Turmeric.” He added, “In terms of Vicco Turmeric, what we tried to show was, its usage on the face adds glow and keeps the skin clear and fresh.” Keshav started at a small godown in the industrial belt of Parel. His brother-in-law, a “sort of Ayurveda degree holder”, helped out. After studying the ancient texts, they came up with a tooth-cleaning powder. Keshav and his sons would go door-to-door to sell it. Everyone was expected to chip in; everything belonged to everyone. The present study employed only second and third year BDS students based on the availability during the actual study period and keeping in mind the future study compliance. The present study incorporated only herbal toothpaste because of increased public interest in the usage of alternative health care, including use of natural or herbal health care products. According to the World Health Organization (WHO), up to 80% of the population in developing countries uses plants and its products as traditional medicine for primary health care. In the developed countries, 25% of the medical drugs are based on herbs and their derivatives [ 12]. Ease of availability, least side effects compared to conventional chemical toothpastes and low cost make the herbal preparations as the key player of all available therapies, especially in rural areas [ 13]. Available scientific literature shows that herbal toothpastes are as effective as conventional toothpastes [ 14, 15]; but there is a dearth of scientific literature showing comparative efficacy of one herbal toothpaste over the other. Hence, only herbal toothpastes have been selected for the present study to assess the efficacy of one over another. 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]. Initially, customers weren’t too keen on using it daily. “When they would see a yellow cream, they would be like, ‘Baap re! We will turn yellow too!’ That’s when we would give them a demo.”We often don’t love brushing. But with a good toothpaste, the entire experience can be interesting. Especially with Vicco Vajradanti toothpaste, which is made from the science of Ayurveda. Vicco Vajradanti toothpaste ingredients are rich in pure extracts, vegan and have healing powers, which make oral care special and effective. I know your mind has started humming that jingle. Earlier, people used to love singing Vicco's jingles, just like they did movie songs and we still do that whenever we spot a Vicco product. Such jingles are referred to as classic jingles, and each memorable jingle or music has a fascinating past. Vicco Laboratories (founded as Vishnu Industrial Chemical Company) is a manufacturer of Indian Ayurvedic herbal hygiene, healthcare and other products like herbal tooth pastes, herbal tooth powders, natural turmeric and sandalwood oil based skin cream, herbal shaving creams and a natural ayurvedic pain relief cream Vicco Narayani. [3] [4] [5] The company has over 40 products in its portfolio which are manufactured in its factories located in Thane, Nagpur and Goa and exported to 45 countries. [2] History [ edit ] Later to shoot the ad films, they reached out to SS Oberoi, founder of Oberoi Films. The brief was simple: “Mujhe ek ad film banaana hai.” Ujwala Raheja, proprietor, Oberoi Films, recalls that Gajanan Pendharkar had approached her father saying these very words. Vicco has mastered the science of ayurveda and has been producing Vicco Vajradanti toothpaste for centuries. The Vajradanti Paste is a perfect blend of 18 Ayurvedic herbs and barks, tested over generations. These are:

I have been using Vicco Vajradanti Paste for years and it has improved the health of my gums. Highly recommended!' - Farhan Ibrahim, Engineer, 42 Freshen Breath: The refreshing Dalchini flavour leaves your mouth feeling fresh and clean, ensuring long-lasting fresh breath. Experience a burst of freshness with every use. Unstimulated saliva was preferred over stimulated saliva in the present study, as unstimulated saliva is secreted by the salivary glands in normal physiological conditions. The unstimulated whole saliva is often preferred in the diagnosis of biomarkers, as stimulated saliva contains a diluted concentration of ingredients which are intended to be detected. The dilution of salivary sample may pose difficulties in detection of these ingredients and may result in inferior levels of these ingredients in the processed salivary sample [ 16]. Vicco Vajradanti and Vicco Turmeric Skin Cream were not qualified to be categorized as herbal remedies, as stated by the business, and were rather identified as cosmetics by the Central Excise Department in 1978.See, anyone who has nice features likes to look fair,” says Pendharkar. “We say, we will make you beautiful.... It’s not Vicco, it’s the turmeric doing miracles. If you drink milk and haldi every day, I can guarantee you that you, and the kids you will have one day, all of them will become fair.”

Healthy Teeth and Gentle Whitening: The powerful combination of medicinal herbs in this toothpaste helps promote healthy white teeth. This toothpaste also helps prevent the formation of plaque, reducing the risk of cavities and tooth decay.It is the same pitch Vicco has been making on TV for years. One of its early commercials featured model Sangeeta Bijlani applying a turmeric paste before her wedding, and keeping up the glow with Vicco’s cream. Its jingle, too, was an earworm: “Twacha ki raksha kare Ayurvedic cream, Vicco turmeric Ayurvedic cream.” From the 1980s, Vicco ads were playing in theatres across India. The company also started producing a weekly show, Yeh Jo Hai Zindagi, for Doordarshan in 1984. Vicco ads, played during breaks, brought the product to homes. For nearly a decade, Pendharkar recalls, they witnessed a 50% bump in sales every year, crossing the ₹50 crore turnover mark by 1994.