Vithoba has unveiled its latest brand film featuring Shruti Haasan, marking a strategic step in the brand’s evolution toward a more contemporary and youth-forward identity. Conceptualized and executed by Boing Brandvertising, the campaign presents a refreshed articulation of Vithoba’s natural credentials while reinforcing its growing cultural relevance.

The film places Shruti Haasan’s individuality, confidence, and expressive persona at the center of the narrative, aligning seamlessly with Vithoba’s positioning as a modern oral care brand rooted in nature. While Manoj Bajpayee continues as the brand ambassador for Vithoba’s flagship toothpowder range-symbolizing trust, tradition, and legacy-Shruti Haasan has been onboarded to represent the toothpaste portfolio. This move clearly signals the brand’s intent to connect with a younger, faster-paced audience without diluting its Ayurvedic foundation.

Commenting on the campaign, Sudarshan Shende from Vithoba said the brand has always stood for natural care rooted in tradition, reflected in its baseline ‘Jadd Se Judo’ (Get connected to your roots). He added that Shruti’s authenticity and strength help translate this heritage into a voice that feels current and confident.

Sharing the creative perspective, Anand Karir, Creative Mentor & Founder at Boing Brandvertising, explained that while Vithoba’s toothpowder champions a mindful five-minute Ayurvedic ritual, the toothpaste was designed as “fast Ayurved” for modern routines-offering the same benefits in a more convenient format.

Produced by Glass Of Whisky Productions Pvt Ltd and directed by Anand Karir, the campaign is currently live on digital platforms, with a broader media rollout planned in the coming weeks. The collaboration reinforces Vithoba’s ambition to expand its portfolio and evolve its brand voice while staying firmly rooted in its Ayurvedic legacy.