Mumbai: Vithoba, a trusted name in herbal oral care, has unveiled its latest brand campaign featuring actor Shruti Haasan. Conceptualised and created by Boing Brandvertising, the campaign reflects a refreshed and contemporary articulation of the brand’s natural credentials and growing cultural relevance.
The new film places Shruti Haasan’s individuality, confidence and expressive personality at the forefront, aligning with Vithoba’s positioning as a modern yet rooted oral care brand powered by nature. While Manoj Bajpayee continues as brand ambassador for Vithoba’s flagship toothpowder range—reinforcing its legacy, trust and strong traditional equity—Shruti Haasan has been onboarded to represent the toothpaste portfolio, signalling a more contemporary and youth-forward positioning.
Speaking on the launch, Sudarshan Shende from Vithoba said, “Vithoba has always stood for natural care rooted in tradition. It reflects in our baseline Jadd Se Judo (translated to ‘Get connected to your roots’). With this campaign, we wanted to express that heritage through a voice that feels current and confident. Shruti brings authenticity and strength to the narrative, helping us connect with today’s consumers in a meaningful way.”
Sharing insights on the creative thought process, Anand Karir, Creative Mentor & Founder, Boing Brandvertising added, “Vithoba, for decades, has been a trusted name in Ayurveda. With Manoj Bajpayee we’ve been championing the importance of a mindful five-minute oral care ritual through our 100% ayurvedic toothpowder. At the same time, we recognised that a younger audience believes in Ayurved but lives at a much faster pace. Vithoba toothpaste was created as ‘fast Ayurved’ for oral care, delivering the same rooted benefits in a format that fits modern routines. Bringing Shruti Haasan on board helps us speak authentically to this generation, clearly defining the toothpaste user, while preserving the legacy and loyal base of our traditional toothpowder.”
The campaign is currently live across digital platforms and will roll out across additional media touchpoints in the coming weeks, strengthening Vithoba’s presence in the competitive herbal oral care segment.
The film has been produced by Glass Of Whisky Productions Pvt Ltd and directed by Anand Karir.
This collaboration marks a strategic step forward for Vithoba as it expands its portfolio and evolves its brand voice to resonate with new-age consumers while retaining its core Ayurvedic heritage.
