Forhan's toothpaste was losing its market share to Colgate and Closeup which were coming up with new variations of toothpastes. Forhan's was being viewed as the tooth paste prescribed by the doctor and meant for the older generation. Forhan's then came up with a brand extension-Forhan's Fluoride, with a better, tangier taste than the original, propagating it as excellent for healthy gums and teeth, for all those who are above 6 years. Forhan's got a New lease of Life. It thus targeted a new age group in a effective way.