Ad Campaigns
Anchor unveils new campaign to fight blind spot in the category
MUMBAI: In the competitive oral hygiene market, the biggest issue that brands face is blind spots. Hundreds of campaigns are launched but only a few are able to cut through consumers’ mind.
In order increase the recall value of Anchor toothpaste, Leo Burnett has launched a new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’.
Anchor Beauty and Health Care managing director Sanjay Shah said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand, we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”
The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength.
Leo Burnett chief creative officer Rajdeepak Das said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of “making teeth so strong that they are not afraid of anything” into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”
One film titled “Milkman” is already on air while another is to follow later this month. The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not back down even as the odds are stacked against him, thanks to Anchor White toothpaste.
Leo Burnett national planning director Rajeev Sharma said, “In every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is ‘strong teeth’. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed. What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care. So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”
Leo Burnett ECD Vikram Pandey added, “Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids’ strong moral values are well supported with the physical strength of the teeth. All thanks to Anchor White toothpaste.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
