MAM
Madhuri Dixit joins Oral B for Smile India Movement II
NEW DELHI: Bollywood actor Madhuri Dixit has joined Oral B Smile India Movement as the chief smile officer to promote a mission to ‘Protect a Billion Indian Smiles, One at a time‘ with the help of 10,000 dentists across the country.
The mission was launched Tuesday from the Maulana Azad Medical College here, heralding the cause of protecting the Indian smile. The Oral B Smile Survey conducted by independent researcher AC Nielsen amongst 803 consumers and 201 dentists in Mumbai, Delhi, Kolkata and Bengaluru states that as many as 89 per cent respondents in Delhi, 65 per cent in Bengaluru, 25 per cent in Kolkata and 19 per cent in Mumbai feel that India as a nation smiles less than other countries. A majority of 76 per cent of dentists notice that patients with poor oral hygiene tend to smile less.
Dixit said, “I have always believed that we Indians have such warm smiles – something I missed fervently when I was in the US. It was disheartening to learn from the Oral B Smile survey that Indians feel they are smiling less, and the poor state of oral hygiene could be one of the reasons. I decided to join hands with Oral B and 10,000 dentists across the country to protect billion Indian smiles, one at a time. As I pledge my support to the movement, I urge everyone to pledge their support too and take a step towards more healthy, confident smiles.”
The survey covered people‘s behaviour at the workplace, with their spouses; people have been equally vocal regarding their connotations of smile at their work place and when trying to please their spouses.
Oral B spokesperson Varun Sharma said, “The survey conducted with AC Nielsen clearly points at the need for better oral hygiene among Indians! Through the Oral B- Smile India Movement this year, we hope to build from Smile India Movement‘s success last year, and help protect a billion Indian smiles, one at a time.”
“We are encouraged by the support we have received from 10,000 dentists across India and now Chief Smile Officer- Madhuri Dixit who, for most of us, represents the quintessential healthy, confident smile. The aim is to protect Indian smiles by urging people across India to come forward and pledge their support to this movement,” Sharma added.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
