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
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
