Colgate-Palmolive India × Zee Rishtey Awards, 2025

Sponsorship activation · 20 Feb 2026

Colgate Total signed Rahul Dravid as brand ambassador and launched a campaign reframing oral health as the 'hidden 1% edge' in athletic performance, linking gum and dental health to inflammation, recovery and stamina, built around the brand's Dual Zinc + Arginine formula.

Talent: Rahul Dravid.

Launch · 14 Feb 2026

A campaign fronted by Kriti Sanon and cricketer Abhishek Sharma repositioning tooth whitening as a beauty essential rather than an oral-care step, built around Colgate Visible White Purple's colour-theory-based technology that neutralises yellow tones for a visibly whiter smile.

Talent: Kriti Sanon, Abhishek Sharma.

Ad film · 13 Feb 2026

Colgate signed Kriti Sanon and cricketer Abhishek Sharma to sell Visible White Purple as a beauty product rather than a toothpaste, leaning on colour theory borrowed from cosmetics.

Talent: Kriti Sanon, Abhishek Sharma.

Associate sponsor · TV show · 2026

Signed to season 18 of Kaun Banega Crorepati as a special partner, in Sony's pre-launch roster of more than 25 sponsors.

Ad film · 26 Aug 2025

A film in which a mother catches her child faking a toothache, used to argue that Indian mothers trust Colgate Strong Teeth to hold up against more frequent junk-food snacking.

Ad film · 10 Aug 2024

A rhyming cafeteria film, directed by Vishwesh Krishnamoorthy of Corcoise Films, that catalogues the small compromises people make to avoid dental pain, biting an apple on one side or waiting for chai to cool, and pitches Colgate Total's Dual Zinc plus Arginine formula against them.

Agency: Team WPP @ CP.

Integrated campaign · 29 Apr 2024

Palmolive's first big campaign for its body wash range in India, aimed at women who never stop moving and asking them to slow down for the length of a shower.

Associate sponsor · Film · 2024

Sponsor of the Salaar: Ceasefire World Television Premiere on Star Maa, 21 April 2024 at 5:30 PM.