Colgate ropes Ayushmann Khurrana to promote its anti-bacterial toothbrush

Colgate-Palmolive (India) Limited, the market leader in Oral Care in the country, announced the launch of the all-new Colgate Zig Zag Anti-Bacterial Toothbrush, a first-of-its-kind from Colgate in the Zig Zag portfolio. The brand has signed the inspirational Ayushmann Khurrana as the brand ambassador for the launch.

When our toothbrushes are stored, germs attach themselves to our toothbrushes and can end up in our mouths while brushing. Colgate India’s latest Zig Zag Anti-Bacterial Toothbrush equipped with 100% silver-ion anti-bacterial bristles repel bacteria and keep them from attaching to the bristles. In addition, Zig Zag's multi-angled bristles remove germs in between teeth. Available for sale at offline and e-commerce stores, the toothbrush is sold at ₹30 for a single unit.

Commenting on the campaign, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “At Colgate, we are constantly innovating to help consumers lead healthier lives and Colgate Zig Zag Anti-bacterial is a result of this mission. We have introduced advanced silver-ion bristle technology on Colgate Zig Zag Anti-bacterial toothbrush at an affordable price of ₹30. You can find this toothbrush now in millions of stores across the country and on e-commerce platforms.”  

RedFuse Communications, WPP’s integrated communications partner to Colgate India, has crafted an evocative communications campaign to bring to life the idea of how your regular toothbrush acts as a carrier for germs to your mouth, establishing the clear need for Colgate Zig Zag Anti-Bacterial toothbrush. It is slated to build experiences across TV, OTT, and social media in the months to come.

Speaking about the campaign, Delna Sethna, Executive Creative Director, Red Fuse, said, “For new Colgate Zig Zag Anti-bacterial, the communication objective was to explain the advanced technology benefits very simply to everyone. With Ayushmann Khurrana as our ambassador, we are excited with the integrated campaign we created and executed across media, including this year’s IPL season.”