North East: Anchor Oral Care, a flagship brand under Anchor Consumer Products, has taken a significant step toward deepening its roots in India’s North East region by appointing acclaimed regional actor Aimee Baruah as its brand ambassador. This strategic move reaffirms the brand’s long-standing commitment to the region and signals a renewed focus on consumer engagement and market expansion.
Recognized for its blend of natural ingredients and Ayurvedic expertise, Anchor Oral Care has been a household name for decades. With North East being a priority market, the brand is expanding its distribution network and strengthening its market position by launching two regionally tailored campaigns — “Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha.”
The “Laal. Kamaal. Bemisaal.” campaign highlights the enduring power of Anchor Red Toothpaste, a heritage herbal product enriched with 10 Ayurvedic benefits and 6 core natural ingredients. The TVC captures a relatable family moment, portraying the toothpaste as a trusted and effective solution for daily oral care.
Meanwhile, “Naye Zamane Ki Nayi Suraksha,” featuring brand ambassador Aimee Baruah, positions Anchor as a modern and scientifically driven brand with strong ethical values. The ad focuses on the brand’s CalFlo formulation, 100% vegetarian composition, and emphasis on long-term dental health.
Karan Shah, Director of Anchor Consumer Products, shared the brand’s vision, “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. North East is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Aimee Baruah marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across North East. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of North East consumers.”
Kunal Shah, Creative Director at Anchor, commented on the campaign’s intent, “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with North East consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”
Aimee Baruah, the newly appointed face of the brand, shared her enthusiasm, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”
Asit Roy, Sr. Vice President – Sales, emphasized the brand’s aggressive focus on the region, “North East is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Aimee Baruah, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”
Sandeep Abbhi, Marketing Head at Anchor Consumer Products, added, “Aimee Baruah is trusted, admired and culturally rooted personality in North East. Her strong credibility and connection with North East families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”
Consumers in the North East have shown a growing preference for herbal and ethical oral care products. Ingredients like Tulsi, Laung, and Pudina, along with long-lasting effectiveness, are key decision-making factors. Anchor Red Toothpaste, with its scientifically backed Ayurvedic formula and 100% vegetarian certification, is uniquely positioned to meet these needs.
