NEW DELHI: Supporting the launch of its new Zig Zag Anti-bacterial toothbrush, Colgate-Palmolive (India) has released a new campaign, featuring Bollywood actor Ayushmann Khurrana. The quirky ad shows Khurrana calling old toothbrush a 'taxi' for germs.

The campaign has been crafted by WPP's integrated communications agency RedFuse Communications. It aims to bring to life the idea of how a regular toothbrush acts as a carrier for germs to the mouth, establishing the need for Colgate Zig Zag Antibacterial toothbrush. 

The film is slated to build experiences across TV, OTT, and social media.

Red Fuse ECD Delna Sethna said, “For new Colgate Zig Zag Anti-bacterial, the communication objective was to explain the advanced technology benefits very simply to everyone. With Ayushmann Khurrana as our ambassador, we are excited with the integrated campaign we created and executed across media, including this year’s IPL season.”

Colgate Palmolive is one of the bigger spenders on advertising in the industry. The company regularly creates campaigns and communications for its oral care segment to connect with the audiences. As per the recent reports, Colgate Palmolive spent Rs 164 crore on advertising in Q2