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Kiara Advani becomes the new brand ambassador of Colgate

Shreoshree Chakrabarty December 22, 2020

With the launch of the latest Visible White Toothpaste campaign, Colgate -Palmolive (India) Limited introduces Kiara Advani as their new brand ambassador. How Visible White Toothpaste helps to achieve one shade whiter teeth in one week is what the integrated brand campaign with Kiara presents in a digital-first campaign across touchpoints.

The ad film features Kiara completely unfazed and dazzling through the day with her dazzling white teeth as her best beauty asset, even as things don’t go as planned. A critical part of the beauty regimen is reminded to be the Visible White toothpaste.

Visible White toothpaste removes extrinsic stains, when used as directed on the pack, giving consumers one shade whiter teeth in one week. At ₹99 for 100gms, the toothpaste is available at all retail outlets and e-commerce websites.

Commenting on the campaign and celebrity collaboration, Mr. Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “Teeth Whitening is a huge consumer need in India and with advanced technology Colgate Visible White Toothpaste is able to help teeth become one shade whiter in one week. We are excited to partner with Kiara on this exciting journey to remind everyone that your dazzling smile is your strongest beauty asset, so go ahead and Dazzle White, Dazzle Right!”

RedFuse Communications – WPP’s integrated communications partner to Colgate India has conceptualized this digital-first marketing campaign, to strike a chord with young India. This campaign will run across media touchpoints such as digital, TV and print and it positions itself as a beauty essential.

Speaking about the idea behind the campaign, Delna Sethna, Executive Creative Director, Red Fuse said, “The Colgate Visible White campaign was created with the objective of reinforcing the importance of teeth whitening as part of one’s daily beauty routine. The campaign film with Kiara Advani and the communication of Dazzle White Dazzle Right, depicts how regular use of Visible White boosts confidence, irrespective of common beauty faux pas.

Including Telugu, Kannada, Tamil, Bengali, Hindi, Marathi and English, this campaign will run in 7 languages and you can watch the TVC here.


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