Mumbai: Colgate-Palmolive (India) Limited has appointed cricket legend Rahul Dravid as the brand ambassador for Colgate Total, marking a strategic shift in the oral care narrative—from basic hygiene to a performance-driven ritual linked to athletic excellence.
With this partnership, the company aims to position oral health as a critical yet often overlooked factor influencing peak performance. Scientific research suggests that the mouth serves as a gateway to the body, with oral germs potentially entering cardiovascular and musculoskeletal systems, contributing to inflammation and slower recovery—factors that can impact stamina and performance.
The association builds on Dravid’s long-held belief in disciplined preparation. Reflecting on his evolution as an athlete, he has previously emphasised that elite performance stems from consistent, behind-the-scenes habits—ranging from recovery and nutrition to oral care—that collectively enable athletes to perform at their best.
The partnership debuts with a high-impact campaign reframing oral health as the “hidden 1% edge” in performance. In an increasingly competitive environment, the campaign underscores that excellence is achieved by optimising every detail—from sleep and diet to recovery and mental conditioning—with oral health forming a vital part of that ecosystem.
Colgate Total is powered by patented Dual Zinc + Arginine technology, designed to proactively fight germ build-up three times more effectively and help prevent eight common dental problems before they begin.
Rahul Dravid, Brand Ambassador for Colgate Total, said “When it comes to sports performance, every detail counts. Oral health is one such detail – so much so that teams across the world & coaches like Hansi Flick now mandate dental exams for their team. That’s where Colgate Total comes in for me, it prevents 8 dental problems, giving you that proactive edge”
Gunjit Jain, EVP, Marketing, Colgate-Palmolive (India) Limited, added “Good health has always been linked to sports performance. Everyone knows that you need good sleep, exercise and nutrition but the hidden edge that has not been spoken about yet is Oral Health. Yes, Oral Health is linked to sports performance. The science is simple – germs in your mouth can enter your body, cause inflammation and slow down muscle recovery and impact stamina. By partnering with Rahul Dravid, a personification of consistency and credibility, we’re taking this conversation mainstream while highlighting Colgate Total’s superior technology that fights germ build-up 3x better, preventing 8 dental problems. Stay tuned for more.”
The campaign will roll out across digital platforms, social media and influencer-led content, reinforcing Colgate’s focus on science-backed oral care solutions while encouraging consumers to adopt a more proactive approach to overall health and performance.
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