Colgate-Palmolive (India) Ltd, the market leader in oral care, today announced Allu Arjun, Tollywood heartthrob and the current youth icon, as the new face of Colgate MaxFresh, the fastest growing brand in the company’s portfolio, in Andhra Pradesh. He will feature in the new TVC campaign that is being unveiled today.
Rekha Rao, Vice President Marketing, Colgate-Palmolive (India) Ltd., said, “Colgate MaxFresh is targeted at the youth of the country. Today’s youthis confident and is always looking for something fresh and unique. We are pleased to have on board Allu Arjun as our brand ambassador. He embodies the brand values very well. His energy perfectly mirrors the MaxFresh energy.”
Colgate MaxFresh 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 to freshness for its users everyday.
Allu Arjun, the Tollywood heartthrob, said, “I’m extremely excited to be associated with Colgate MaxFresh. I have always believed in the power of fresh breath and the energy it gives to engage and inspire others. I had a great time shooting the TVC which blends the brand imagery and the messaging effectively. I also think that the advertising has panned out very well and will connect with the youth.”
Developed by Bates 141, the new TVC campaign is based on the basic premise of ‘power of fresh breath’ and underscores Colgate MaxFresh’s proposition of energizing freshness. A 360 degree marketing campaign is also planned to connect with the youth at all the relevant touch points.
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