Colgate-Palmolive (India) Limited announced the launch of its latest multi-platform campaign for Colgate Visible White Purple on February 13, 2026. The campaign features Bollywood star Kriti Sanon and cricketer Abhishek Sharma, aiming to reposition teeth whitening as an integral part of the modern beauty and grooming routine, leveraging color correction science.
Colgate Launches New Visible White Purple Campaign
On February 13, 2026, Colgate-Palmolive India launched its newest campaign for Colgate Visible White Purple. The campaign brings together prominent cultural figures, Bollywood star Kriti Sanon and Indian cricketer Abhishek Sharma, to redefine teeth whitening as a modern beauty essential, moving beyond a standard oral care routine.
Campaign Messaging and Strategy
Kriti Sanon stated that the campaign focuses on treating a smile as crucial to beauty, calling the toothpaste “literally the makeup you can start your day with,” supported by the science of color theory. Abhishek Sharma emphasized how a confident, white smile aids in feeling camera-ready, authenticating the association for him.
The product, Colgate Visible White Purple, utilizes color theory to cancel out yellow tones in teeth, a technology established in other beauty categories like makeup concealers and hair care. Ayan Guha, Director, Marketing, Colgate-Palmolive India, highlighted that the brand is merging science and beauty to make a whiter smile an aspirational yet effortless first step in every beauty ritual.
Rollout and Company Focus
The campaign is structured as a high-impact, multi-platform rollout, including television, digital, social media, and influencer content. This initiative aligns with Colgate’s broader strategy focusing on premiumisation and strengthening its leadership in science-backed, beauty-forward oral care solutions.
About Colgate-Palmolive (India) Limited
Colgate-Palmolive (India) Limited is the market leader in Oral Care in India. The company is focused on delivering sustainable growth through science-led innovations in Oral Care & Personal Care. Recent achievements cited include significant strides in reducing plastic waste, conserving water and energy, and empowering women through digital literacy.
Media inquiries can be directed to Priyanka Patil, Manager – Corporate Communications.
Source: BSE
