Anchor Oral Care, the oral care brand from Anchor Consumer Products, has appointed England cricketer and World Cup-winning captain Jos Buttler as its brand ambassador in India – marking the first time a sportsperson has represented the brand in the country.

The partnership is aimed at strengthening Anchor’s connect with younger consumers and families, arriving as the brand looks to expand its presence across markets and channels in India, one of its key territories. It brings together Buttler’s global sporting stature, leadership and winning mindset with Anchor’s positioning around quality and trust, while tapping into the strong following he has built among Indian audiences through his IPL performances. The deal also marks Anchor Oral Care’s first-ever collaboration with an international sportsperson.

Karan Shah, Director at Anchor Consumer Products, said India remains a home market for the brand even as it expands across more than 30 countries, and that Buttler’s excellence, leadership and values made him a natural fit. Kunal Shah, Creative Director, said Buttler’s performance, confidence and composure offer scope to bring a fresh, contemporary edge to the brand while staying rooted in its long-standing trust. Asit Roy, Senior VP – Sales, and Sandeep Abbhi, Marketing Head, echoed that Buttler’s profile and IPL connect would help Anchor deepen engagement with a wider, younger audience across nearly three decades of consumer trust.

Buttler said he was pleased to partner with a brand built on trust and everyday confidence, and looks forward to supporting healthier oral hygiene habits among Indian consumers.

The multi-year deal spans India, the UK, Nepal and the Middle East.