Brands
Anchor finds its North Star with Aimee Baruah in sparkling new campaigns
MUMBAI: In a move that’s all smiles and sparkle, Anchor Oral Care has announced acclaimed actor and cultural icon Aimee Baruah as its brand ambassador for the North East region. With this appointment, the leading Indian oral care brand is aiming to widen its grin across the region, already a key market for the brand for decades.
The new face of Anchor comes hand-in-hand with a refreshed marketing push that includes two culturally rooted campaigns Laal. Kamaal. Bemisaal. and Naye Zamane Ki Nayi Suraksha aimed at tapping into North East India’s strong preferences for natural, high-efficacy oral care products.
Speaking on the development, Anchor Consumer Products director Karan Shah stated: “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. North East is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Aimee Baruah marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across North East. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of North East consumers.”
Anchor Consumer Products Creative Director Kunal Shah shared insights on the campaign’s vision: “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with North East consumers. Anchor Oral Care is more than just a product it’s about building trust and reinforcing the importance of holistic oral health.”
The Laal. Kamaal. Bemisaal. campaign champions Anchor Red Toothpaste, a herbal formulation boasting 10 Ayurvedic benefits made with ingredients like Tulsi, Laung, and Pudina. From strengthening teeth to promoting gum health, it blends time-tested wisdom with refreshing taste.
Meanwhile, Naye Zamane Ki Nayi Suraksha, also starring Baruah, positions Anchor as a forward-thinking, scientifically backed brand with a focus on vegetarian and globally certified oral care. The TVC centres on Anchor’s CalFlo formulation, designed to deliver stronger, whiter teeth with long-lasting protection tailor-made for today’s health-conscious families.
Expressing her enthusiasm, Aimee Baruah said, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”
Anchor Consumer Products sr. vice president of sales Asit Roy of emphasized the brand’s strengthened focus on North East: ” North East is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Aimee Baruah, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”
Anchor Consumer Products, marketing head Sandeep Abbhi added, “Aimee Baruah is trusted, admired and culturally rooted personality in North East. Her strong credibility and connection with North East families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”
Anchor’s expansion into the North East is underpinned by a strategic focus on natural ingredients, ethical production, and high-quality, effective solutions. With growing awareness around dental health and a clear consumer preference for holistic care, the brand’s combination of tradition and science looks poised to win smiles and market share.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
