Colgate launches new TVC for MaxFresh with brand ambassador Allu Arjun

Colgate-Palmolive (India) Limited, the market leader in Oral Care, recently launched a new television commercial for its popular youth toothpaste brand - Colgate MaxFresh. The advertisement has been conceptualized keeping in mind one of the key attributes of the brand that consumers relate to with Colgate MaxFresh – energizing freshness. Eminent Telugu film actor and youth icon Allu Arjun features in the new TVC campaign that was unveiled recently.

The new TVC is set against the backdrop of a wedding involving diverse cultures from two states - Maharashtra and Andhra Pradesh. Allu Arjun, the protagonist, wakes up one morning and observes a wedding taking place near his house. The story unfolds to reveal that soon after brushing with Colgate MaxFresh, Allu experiences an intense rush of freshness and transfers the energy to the wedding, transforming the occasion to a zestful and joyful one. The choreography and the peppy music add to the flavor to the grand 2-state wedding. The TVC is aesthetically shot by renowned film maker Pradeep Sarkar and scales up with Allu Arjun grooving to the upbeat music track.

Director Pradeep Sarkar said, “We were called upon to showcase a unique union of two cultures through a 2-state wedding. So, we chose a Maharashtrian & Telugu style wedding set-up. The TVC truly showcases a fusion of diverse cultures from two different states, and conveys the brand messaging – of freshness – through Allu Arjun’s youthful zeal in an apt way.”

Eric Jumbert, Director, Marketing, Colgate-Palmolive (India) Limited said, “Colgate MaxFresh is one of the fastest growing brands in our product portfolio, a growth driven by young consumers looking for something a bit out of the ordinary. We have enjoyed working with superstar Allu Arjun and director Pradeep Sarkar on this commercial. Their collaboration brought to life this connection that the brand has with its audience in a fun, engaging and irresistible commercial.”

Allu Arjun said, “The new Colgate MaxFresh TVC brings in the element of freshness through a two-cultures wedding and shooting for an ad film directed by Pradeep Sarkar was fun and exciting. I have grown up using Colgate; my long standing association with the Colgate family has been very warm. I am pleased that I represent a brand so popular amongst the youth and have the opportunity to work with the market leaders in Oral Care - Colgate.”

Colgate MaxFresh was introduced in India in early 2006 and is the first and only toothpaste infused with ultrafresh cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense rush of breath-freshening power.