Vicco Vajradanti, is one of the oldest ayurvedic toothpaste. Vicco's target audience were people from rural areas. It gained a larger audience with its jingle, creating a brand recall. Taking forward the legacy of the jingle, in 2020, Alia Bhatt became the brand ambassador of Vicco Vajradanti. They refreshed the jingle making it more peppy & attractive to young audience while launching it new tagline ‘Daant Gungunaye'. Also, through the years, Vicco also expanded their sale internationally.

The packaging of the paste, the tube and the box have been redesigned to be more attractive to millennial. The white pack makes Vicco stand out in the shelves as compared to it contemporary herbal-ayurvedic toothpaste, with most of them highlighting the herbal elements in them an are colorful. Since the market has be growing for Vicco in Urban Areas and Internationally, the aim was to make it look bold whilst maintaining the original feel of the product.The original colours scheme have been used to keep consistency. 

One major aspect that sets the redesign apart is the mention on Natural-Vegan-Cruelty Free aspect of the brand. A lot of millennial, nationally and internationally are drawn towards such features