Colgate MaxFresh Gel launches a refreshing TVC starring a blockbuster cast

Colgate-Palmolive (India) Limited, market leader in oral care, today launched their latest TV campaign for Colgate MaxFresh Gel, the fastest growing brand in the company's portfolio. The concept of the new TVC underscores Colgate MaxFresh Gel's proposition of energizing freshness and features a youthful cast of Bollywood stars and cricketers. Featuring actors Shahid Kapoor and Genelia D'souza, along with ace Indian cricketers Virender Sehwag, Gautam Gambhir and Zaheer Khan, the TVC runs with a vivacious sound track in tune with the spirit of the upcoming cricket season. The campaign kick starts on February 18, 2011.

Colgate MaxFresh Gel is the first and only toothpaste infused with cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense rush of breath freshening power. This unique formula gives a whole new dimension of freshness to its users everyday.

Like the product itself, this TVC for Colgate MaxFresh Gel is targeted at the achievement-oriented youth and seeks to connect with GenNext, who is confident and always looking for something fresh and unique.

Launching the campaign, Rajesh Krishnamurthy, VP Marketing, Colgate-Palmolive (India) Limited said, "As the market leader in oral care, we are constantly looking for ways to understand and meet the evolving needs and preferences of our consumers. We believe that this campaign will speak directly to the youth who are constantly seeking something refreshing. The new TVC features confident and ambitious icons from Bollywood and the cricket fraternity who not only represent GenNext and but also resonate well with the consumers."