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
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
