MAM
Sonam Kapoor to endorse Colgate Visible White
Mumbai: Colgate-Palmolive has launched a first of its kind whitening toothpaste – Colgate Visible White that offers one shade whiter teeth in just one week. The brand has signed Sonam Kapoor as the brand ambassador.
Colgate Visible White aims to create the beauty segment within Oral Care.
Colgate-Palmolive (India) MD Prabha Parameswaran said, “At Colgate our constant endeavor is to cater to different consumer needs across price tiers with a vast portfolio and relevant product offerings. Colgate Visible White is aimed at creating and growing the whitening segment in the toothpaste category that is so far undeveloped in India. It is supported by the advanced science and technology that is behind all of Colgate‘s oral care products. We are confident that Colgate Visible White will mark a new chapter in the Toothpaste category in India and make teeth whitening a core part of the beauty regimen of consumers”.
Kapoor said, “I strongly believe that a beautiful smile always creates the right first impression. With Colgate Visible White I am completely assured about my perfect white smile that makes me more confident each time I face the camera or meet new people. Guaranteeing one shade whiter teeth in one week, Colgate Visible White will give every girl the confidence to face the world with a smile.”
Launching Visible White across India, the toothpaste will be available by 1 May, within the week at a price of Rs 79 for 100 gms and Rs 40 for 50 gms.
A complete 360 degree campaign encompassing TV, online, print and outdoor will be activated across the country.
In the Colgate Visible White TVC, Kapoor is seen talking about how looking good is not easy and it takes effort to look good. She highlights the importance of visibly white teeth as she walks the red carpet with paparazzi around her. The television commercial will go on-air by 15 May 2013.
The digital campaign will see Kapoor and her Style Squad comprising of the beauty and fashion maestros – Manish Malhotra, Clinton Fernandes and Jatin Kampani talking about the importance of teeth whitening as a beauty regime and engaging with consumers, on the social media platform.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
