MAM
Colgate gets fresher than before
MUMBAI: Colgate-Palmolive (India) Limited today announced an important revitalisation of Colgate Dental Cream with a new fresher taste and significantly improved germ fighting performance.
These improvements are part of the ongoing process of innovation and leadership in the Oral Care category by Colgate-Palmolive (India) Limited. The brand has been rejuvenated with the adoption of a 100 per cent Natural Mint flavour to offer a fresher, mintier, more refreshing taste.
According to an official release, Colgate Dental Cream’s anti-bacterial ingredient has been boosted to offer superior germ fighting efficacy. In addition to it the cream also offers calcium and minerals formula that helps repair weak spots on teeth and locks in additional calcium and essential minerals to make teeth stronger than ever before.
Announcing the revitalisation, Colgate-Palmolive (India) Limited Executive Vice President Marketing Vikram Kaushik said, “Trusted by generations, India’s favourite toothpaste has just got better. Consumers now seek multiple benefits from their toothpaste. “
The launch of superior Colgate Dental Cream is being supported by a powerful 360-degree marketing campaign covering TV, print, outdoor advertising and in-store promotions.
“This revitalisation of Colgate Dental Cream is a part of our ongoing consumer centric strategy focused on upgrading and delivering superior products to meet consumers’ evolving needs and preferences. This will strengthen our leadership position in the oral care market. The IDA Seal of Acceptance is an independent validation of the efficacy of Colgate Dental Cream,” Kaushik added.
Colgate Dental Cream is the only family-priced toothpaste to have received the coveted Seal of Acceptance from the Indian Dental Association (IDA). Colgate has also received similar professional endorsements – by way of ‘Seals of Approval’ from the top dental associations in over 70 countries.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
