Ad Campaigns
Colgate Strong Teeth launches ‘Andar se Strong’ campaign
MUMBAI: Colgate-Palmolive (India) Ltd, the market leader in oral care, has revealed two new TVCs to launch its fresh campaign ‘Andar se Strong’ for its flagship brand Colgate Strong Teeth. It has also introduced a packaging change after over a decade. The TVCs have been created by RedFuse Communication.
Both the TVCs convey how Colgate Strong Teeth adds natural calcium to one’s teeth, and are based on the theme that just like a mother raises her child to be strong from within, Colgate Strong Teeth too makes one’s teeth strong from within.
The first TVC shows the protagonist – a young girl – joining in to play football with a group of boys, overriding the resistance to her inclusion in the team with her confident smile and wit – a reflection of self-belief and inner strength. The second TVC features Deepika Padukone, shown alongside her mother – who has made the actress strong from within. Smiling during difficult moments, she says, symbolises ‘inner strength’.
Speaking about the new campaign, Colgate-Palmolive (India) managing director Issam Bachaalani said, “Colgate Strong Teeth, our flagship brand, has been in India for over 80 years, and I'm delighted to announce our new brand campaign called 'Andar Se Strong' featuring Bollywood actress Deepika Padukone. This campaign reinforces our promise to guard and nurture you and your family's smile, by keeping your teeth strong from within.”
The ‘Andar se Strong’ theme in the TVCs will be supported by a 360-degree marketing campaign to ensure that the new Colgate Strong Teeth communication reaches consumers across multiple touch points. It will be available across various retail formats at a variety of price points starting from a Rs 5 pack to a 500-800 g saver pack.
Elaborating more on the campaign, RedFuse Communication creative director Sanjay Sipahimalani said, “In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest. Both the TVCs focus on ‘Andar se Strong’ stories, but manifest in different ways. While the football tvc shows how breaking stereotypes and standing up for yourself takes inner strength, Deepika’s film is all about her personal ‘andar se strong’ story, which is what makes her the superstar and the person she is today.”
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.
