Chennai: Colgate-Palmolive India has launched its latest campaign for Colgate Visible White Purple, featuring Bollywood actor Kriti Sanon and Indian cricketer Abhishek Sharma. The new campaign brings together the worlds of cinema and cricket to position teeth whitening as an integral part of today’s beauty and grooming routine.
The campaign seeks to elevate whitening from being just an oral care step to a contemporary beauty essential. At the centre of the communication is Colgate Visible White Purple, a toothpaste that has garnered attention for its distinctive purple colour and its science-backed colour-correction technology.
Coming on board for the campaign, Kriti Sanon said, “What drew me to this campaign was the idea of treating a smile as being crucial & central to beauty. As actors, we spend so much time on skincare and makeup, but a beautiful white smile is what truly sets you apart. Colgate Visible White Purple is that secret, literally the makeup you can start your day with. It’s backed by the science of color theory that I have seen work in other beauty categories which have been part of the regimen for a long time.”
Abhishek Sharma on his association with Colgate Visible White Purple shared, “For me, confidence comes from feeling & looking good whether on or off the field. With the added spotlight & cameras around now, grooming has even come to the picture. That’s what made this association with Colgate Visible White Purple feel authentic. A confident, white smile can make a real difference in making you feel confident & ready for always being camera ready.”
Colgate Visible White Purple works on the principle of colour theory, where purple helps neutralise yellow tones to deliver the appearance of whiter teeth. The technology mirrors similar applications in the beauty industry, such as purple colour-correcting concealers and purple shampoos used in haircare. The distinctive hue has become both an aesthetic differentiator and a functional innovation within the whitening segment.
Through this campaign, Colgate is expanding its presence within the beauty and grooming space, aligning with two aspirational figures to reinforce the idea of a smile as a defining beauty asset.
Speaking about the campaign, Ayan Guha, Director, Marketing, Colgate-Palmolive India, said, “With Colgate Visible White Purple, we’re merging science and beauty to redefine oral care as a daily grooming essential. By pairing our color-correction technology with the influence of Kriti Sanon and Abhishek Sharma, we’re making a whiter smile an aspirational yet effortless first step in every beauty ritual..”
The campaign will roll out across television, digital platforms, social media and influencer-led content as part of a high-impact, multi-platform strategy. It aligns with Colgate’s broader focus on premiumisation and strengthening its leadership in science-backed, beauty-forward oral care solutions.
With this launch, Colgate Visible White Purple continues to carve a distinct space in the whitening category, blending innovation, beauty and everyday routines to deliver a smile that looks as good as it feels.
Credits
CCOs, India: Kainaz Karmakar & Harshad Rajadhyaksha
CSO, India: Prem Narayan
ECD: Juneston Mathana
Creative Team: Virendra Saigaonkar, Shiladitya Saha, Barun Rakshit, Punya Arora
Account Management: Esha Datta, Shikha Seth, Manmohan Nandrajog
Agency Producer: Divyang Pandya
Planning Team: Prajakta Powdwal, Pranav Sabhaney
Production Partner: Hogarth, India
Director: Sohini Dasgupta
Producers: Ritwik Ghosh, Rahul Makwana
Team Colgate: Samir Singh, Gunjit Jain, Anagha Bhojane, Ayan Guha, Monica Sharma, Ira Shukla
