Colgate Blends Beauty and Science in New ‘Visible White Purple’ Campaign with Kriti Sanon & Abhishek Sharma

Colgate-Palmolive India has unveiled a fresh campaign for its latest toothpaste variant, Colgate Visible White Purple, bringing together actor Kriti Sanon and cricketer Abhishek Sharma as brand ambassadors. The campaign reframes teeth whitening as more than just oral hygiene, positioning it as an essential step in everyday grooming and beauty rituals.

Whitening Meets Colour-Correction Technology

At the heart of the new product is a purple-tinted formula inspired by colour theory. Much like purple concealers and shampoos used in beauty routines to counteract yellow tones, the toothpaste aims to visually neutralise stains on teeth. By borrowing a concept widely seen in makeup and haircare, the brand seeks to connect oral care with broader personal care habits.

The campaign film highlights how a brighter smile can complement skincare and makeup, suggesting that whitening should be treated as the first step in getting “ready” each day rather than an occasional fix.

Brand Voices

Sharing her thoughts on the association, Kriti Sanon said: “What drew me to this campaign was the idea of treating a smile as being crucial & central to beauty. As actors, we spend so much time on skincare and makeup, but a beautiful white smile is what truly sets you apart. Colgate Visible White Purple is that secret, literally the makeup you can start your day with. It’s backed by the science of colour theory that I have seen work in other beauty categories, which have been part of the regimen for a long time.”

Abhishek Sharma echoed the sentiment, linking a confident smile to self-assurance both on and off the field. He said, “For me, confidence comes from feeling & looking good whether on or off the field. With the added spotlight & cameras around now, grooming has even come to the picture. That’s what made this association with Colgate Visible White Purple feel authentic. A confident, white smile can make a real difference in making you feel confident & ready for always being camera-ready.

Check their amazing chemistry here-

https://youtu.be/IuukMB96fe0

According to Ayan Guha, Director of Marketing at Colgate-Palmolive India, the initiative aims to merge scientific innovation with aspirational beauty. The campaign will span television, digital platforms, and social media, supported by influencer collaborations to broaden its reach.

By combining celebrity appeal with cosmetic-inspired technology, Colgate is positioning Visible White Purple as a modern upgrade to the daily oral care routine, one that promises both science and style in every smile.

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