Mumbai: Colgate-Palmolive has launched a first of its kind whitening toothpaste - Colgate Visible White that offers one shade whiter teeth in just one week. The brand has signed Sonam Kapoor as the brand ambassador.
Colgate Visible White aims to create the beauty segment within Oral Care.
Colgate-Palmolive (India) MD Prabha Parameswaran said, "At Colgate our constant endeavor is to cater to different consumer needs across price tiers with a vast portfolio and relevant product offerings. Colgate Visible White is aimed at creating and growing the whitening segment in the toothpaste category that is so far undeveloped in India. It is supported by the advanced science and technology that is behind all of Colgate‘s oral care products. We are confident that Colgate Visible White will mark a new chapter in the Toothpaste category in India and make teeth whitening a core part of the beauty regimen of consumers".
Kapoor said, "I strongly believe that a beautiful smile always creates the right first impression. With Colgate Visible White I am completely assured about my perfect white smile that makes me more confident each time I face the camera or meet new people. Guaranteeing one shade whiter teeth in one week, Colgate Visible White will give every girl the confidence to face the world with a smile."
Launching Visible White across India, the toothpaste will be available by 1 May, within the week at a price of Rs 79 for 100 gms and Rs 40 for 50 gms.
A complete 360 degree campaign encompassing TV, online, print and outdoor will be activated across the country.
In the Colgate Visible White TVC, Kapoor is seen talking about how looking good is not easy and it takes effort to look good. She highlights the importance of visibly white teeth as she walks the red carpet with paparazzi around her. The television commercial will go on-air by 15 May 2013.
The digital campaign will see Kapoor and her Style Squad comprising of the beauty and fashion maestros - Manish Malhotra, Clinton Fernandes and Jatin Kampani talking about the importance of teeth whitening as a beauty regime and engaging with consumers, on the social media platform.
