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
Devyani International names Sandeep Anand, Robinder Singh in key roles
Pizza Hut and Costa Coffee businesses see leadership refresh from April
MUMBAI: Devyani International has strengthened its senior leadership bench with a fresh set of appointments across its key brands, Pizza Hut and Costa Coffee, signalling a sharper focus on growth and brand momentum.
The company has appointed Sandeep Anand as chief marketing officer and business head for Pizza Hut. His appointment, approved by the board via a circular resolution on April 3, follows a recommendation by the Nomination and Remuneration Committee, as reported by CNBC-TV18. Anand will officially step into the role on April 6, 2026.
He takes over from Vijay Gogate, who currently serves as chief executive officer for Pizza Hut within the company’s operations. The move marks a strategic transition as the brand looks to sharpen its marketing and business playbook in a competitive quick service restaurant market.
Anand brings over two decades of experience across the food and FMCG sectors, with a strong track record in brand building and innovation. His career spans roles at major consumer-facing companies including Domino’s, Zydus Wellness, Zomato, GSK Consumer Healthcare, Reckitt and Ranbaxy, giving him a well-rounded perspective on both scale and agility.
Alongside this, Robinder Singh has been appointed business head for Costa Coffee and the company’s airport operations. He too will assume his new role on April 6, bringing more than 18 years of experience in operations, business expansion and customer experience transformation.
The twin appointments come at a time when Devyani International is doubling down on leadership depth to steer its portfolio through evolving consumer preferences and heightened competition. With fresh faces at the helm of two key verticals, the company appears set to brew up its next phase of growth with renewed energy.
