Ad Campaigns
Oral – B toothbrush bats alongside Rohit Sharma in its new campaign
Mumbai: Oral-B, an industry leader in oral care innovation from the house of P&G, and the World’s #1 dentist recommended toothbrush brand, today unveiled its latest campaign shining a spotlight on, Oral-B Criss Cross. Designed by dental professionals Oral-B Criss Cross introduces a leading innovation in toothbrushes with advanced Criss Cross bristling technology. The brand also welcomes Indian cricketing sensation Rohit Sharma, as its newest brand ambassador through the latest campaign that has been conceptualized by DDB Mudra.
Reports suggest that 49%* consumers are dissatisfied with the level of cleaning their brush provides. Oral-B’s Criss Cross technology enables a deep clean with the toothbrush’s adaptability to every mouth, every need, and every style of brushing. The brush is also seen effectively targeting difficult corners of the mouth as compared to a straight bristle flat trim brush, ensuring every smile can get a deep clean. By embracing the Criss Cross innovation, users can enjoy a thorough and efficient clean, ensuring better overall oral health versus an ordinary flat trim brush.
P&G India VP & category head – Oral Care Golalkrishnan Kalianna shared, ” There exists a common perception about all toothbrushes functioning the same way, leading to consumers being unaware about selecting the right solution. 49%* consumers are currently dissatisfied with the cleaning their brush provides. We recognize the need for innovation and education. Oral B’s Criss Cross technology, priced starting Rs 50, offers consumers a revolutionary choice for achieving better oral hygiene. We are also thrilled to introduce our latest campaign with the ace Indian cricketer – Rohit Sharma, highlighting Oral-B’s ongoing dedication to transforming oral care for every individual and educating them on making the right decision for their oral care. With this breakthrough, we firmly believe that Oral-B Criss Cross will empower consumers to get to healthier smiles.”
* Based on P&G online survey on Oral care habits & needs, conducted in India with 500 respondents in April’21
Adding on, Gopal, shares his thoughts on associating with Sharma, “Joining forces with Rohit Sharma is an exciting milestone for Oral-B. Renowned as the indisputable ‘Hitman’ of cricket for his powerful sixes on the field, his impact finds its parallel in Oral-B Criss Cross, effectively knocking germs out of the park. As one of India’s most beloved sports icons, Rohit’s dedication to his craft and his pursuit of excellence aligns with Oral-B’s commitment to delivering exceptional oral care solutions that delight our consumers, thus making him the perfect choice for us.”
Expressing his enthusiasm for the partnership, Sharma shared, “Recognizing the pivotal role of oral health in our overall well-being, I’m thrilled to join hands with a legacy brand like Oral-B. Their innovative approach, to integrate tech into Oral-B Criss Cross, not only enhances dental care but brings healthier smiles. With this new campaign, I hope everyone realizes the benefits and prioritizes their oral hygiene.”
DDB Mudra Group CCO Rahul Mathew said, “Oral-B’s Criss Cross bristles revolutionized the way a brush cleans your mouth. And in Rohit, we have someone who has revolutionized the way India plays cricket. So, we got the hitman to make sure the message hits home – Choose Oral-B Criss Cross for a healthy smile.”
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.
