Chlor-mint was launched in the year 1997 in the Health care category as an Ayurvedic Proprietary Medicine/Range which contained Herbasol that helped breath freshness.
The brand has been refreshed from time to time with launch of variants like Chlormint Ice which was a strong mint, and Freshfills, a unique liquid-filled mint offering in the Health Care category.
Though this was a seemingly mundane product proposition, the brand was built around the platform of 'anytime freshness' meaning as and when required rather than being occasion specific. While competitors stressed only on relief from irritation in the throat or on masking bad breath, the dosage was not being highlighted, while in Chlor-mint with herbasol which is an Ayurvedic Proprietary Medicine/Range, additionally dosage was being highlighted such as "anytime, anywhere meaning as and when required consumption." This positioning was reflected in the iconic "Dobara Mat Poochna" tagline in successive television commercials.
The ads for Chlormint reflect a distinct attitude and push the boundaries of what is "acceptable advertising." The brand has built a unique place for itself in the consumer's mind, so much so that 'Dobara Mat Poochna' is part of everyday parlance meaning as and when required among youth. In order to widen the appeal of the brand, Salman Khan was chosen as the brand ambassador in 2009.