Say cheers to healthy teeth

And since we stuff in lot of stuff, therefore we have to ensure they remain healthy. That's where choosing the right toothpaste comes handy.

Toothpastes were one of least commercialised item till sometime back. But ever since brands like Colgate and Pepsodent have stepped in, the race is on, to provide the best to the consumers.

Colgate and Peposdent, through its smart marketing strategy have been able to create a niche for itself, claiming that they keep the gums and teeth in the best of shape for long.

Then you have a brand like Anchor, which not only provides protection from tooth decays, it also sends out a message of the having good teeth in the context of one's overall life.

Anchor Health & Beauty Care Pvt. Ltd. began its foray in the FMCG space with the launch of Anchor White toothpaste, which redefined the dynamics of the toothpaste market by being the first 100 percent vegetarian toothpaste.

And Ogilvy & Mather's new TVC for Anchor toothpaste explains just that. The new TVC is based on the proposition "Daant fit toh life hit".

The TVC explains the advantages of having good teeth. The TVC features a newlywed wife, who decides to make a cake for her husband. As she twirls around with her creation, it flies off the plate, dents the fridge and even breaks the floor tile. When the husband returns, he instantly heads for the hard-as-stone cake, and he manages to bite into it just fine.

Abhijit Avasthi, NCD Ogilvy & Mather, India says the idea behind the ad was to make it entertaining as well as sending out a message. "It's always endearing to see a young woman who tries to do nice sweet things for her partner but unfortunately ends up messing it up.

"The idea came from the brand promise. It's an interesting take on the tag line, 'Dant fit toh life fit'. So if your teeth are healthy, it will rub off on your life -- the romantic part of it in this case," says Avasthi.

"In a market that was slicing the propositions into infinite permutations and combinations, we decided to get back to the basics - Strong Teeth," says Sanjay Shah, Managing Director, Anchor Health & Beauty Care Pvt. Ltd.