Colgate-Palmolive India has unveiled its latest campaign for Colgate Visible White Purple, featuring actor Kriti Sanon and cricketer Abhishek Sharma. The film positions teeth whitening not just as oral care but as an integral part of daily beauty and grooming routines.
The campaign introduces the product’s purple formula, designed using colour theory to neutralize yellow tones on teeth-a technique widely used in makeup and haircare. By drawing on this concept, Colgate bridges the gap between science and beauty, making a whiter smile a natural extension of one’s grooming regimen.
Commenting on the campaign, Kriti Sanon said, “A smile is central to beauty. While actors focus on skincare and makeup, a white smile truly sets you apart. Colgate Visible White Purple is like the makeup you can start your day with. The colour-correction technology, proven in other beauty categories, now works for oral care.”
Abhishek Sharma added, “Confidence comes from looking and feeling good, on or off the field. With cameras and the spotlight always on, grooming matters. A confident, white smile makes all the difference.”
Ayan Guha, Director of Marketing, Colgate-Palmolive India, said, “We’re merging science and beauty to redefine oral care as a daily grooming essential. With colour-correction technology and the influence of Kriti Sanon and Abhishek Sharma, a whiter smile becomes an effortless, aspirational first step in every beauty ritual.”
The campaign will run across television, digital, and social media, supported by influencer-led content, celebrating the science-backed smile as a beauty must-have.
