Colgate-Palmolive (India) Limited has announced a significant collaboration with the popular television show ‘Kaun Banega Crorepati’ (KBC) for its Season 18. This partnership aims to leverage KBC’s extensive family appeal to promote oral health awareness and actionable habits across India. The campaign features host Amitabh Bachchan delivering daily messages focused on the importance of nighttime brushing, integrating oral care into the family’s daily routine.
Colgate-Palmolive India Partners with KBC Season 18
Colgate-Palmolive (India) Limited has officially joined forces with ‘Kaun Banega Crorepati’ (KBC) Season 18, marking a first-time collaboration between the two iconic brands. This strategic partnership aims to amplify oral health conversations by leveraging KBC’s immense family appeal and turning everyday awareness into actionable habits. The initiative is designed to reach Indian households across generations with a vital message on dental hygiene.
‘Sochna Padega’ Campaign Amplifies Oral Health Message
The collaboration aligns with KBC’s core campaign thought, ‘Sochna Padega’ (One must think), which resonates with Colgate’s mission to encourage Indian families to reconsider their oral hygiene routines. With a significant portion of the Indian population suffering from oral health issues, the campaign highlights simple yet powerful acts like nighttime brushing to reduce cavity risks by 50%. The partnership seeks to further enhance awareness about the importance of oral health.
Amitabh Bachchan Delivers Daily Oral Health Tips
As millions of families wind down, legendary host Amitabh Bachchan will deliver 100 unique sign-offs throughout the season, each carrying a message about dental care. The signature sign-off, “Colgate aur KBC dwaara Daant hit mein jaari” (Colgate and KBC are keeping teeth in good health), is intended to embed the message of nighttime brushing as an essential family ritual. The integration ensures the message is delivered with the show’s characteristic gravity and trust, encouraging viewers to prioritize their smiles.
Executive Vision on Health Awareness
Gunjit Jain, Executive Vice President, Marketing, Colgate-Palmolive (India) Limited, stated, “Kaun Banega Crorepati has a unique ability to make knowledge feel personal. Every season, we see how the right choices can open up new possibilities for families. At Colgate, we believe health awareness requires that same level of conscious decision-making. By embedding our core message into the show’s daily narrative, we are bringing oral health conversations into a culturally relevant environment and equipping families to make choices that positively impact their lives and smiles.” This initiative aims to move the Oral Health Movement beyond the bathroom and into the collective family consciousness.
About Colgate-Palmolive (India) Limited
Colgate-Palmolive (India) Limited is recognized as the market leader in Oral Care in India. The company is committed to delivering sustainable growth while fostering an inclusive workplace. Its primary focus is on science-led innovations in Oral Care and Personal Care. Colgate-Palmolive (India) is also known for its efforts in advancing sustainability, reducing plastic waste, conserving resources, and enhancing children’s oral health through its flagship program, Colgate Bright Smiles, Bright Futures®.
Source: BSE
