In a unique product launch event of sorts, Sonam Kapoor, the newly signed brand ambassador for Colgate Visible White, unveiled the product, duly flashing her pearly smile as she walked the ramp at the event for Manish Malhotra adorning his showstopper. Designing the collection especially for the launch of Visible White, Manish’s collection was called The Visible White Beauty collection.
Speaking about her brand association, Sonam said, “I strongly believe that a beautiful smile makes one more beautiful. With Colgate Visible White I am completely assured about my perfect white smile that makes me want to smile more each time I face the camera or meet new people. Promising one shade whiter teeth in one week, Colgate Visible White will give every girl that perfect dazzling smile to face the world. I am constantly asked what makes stars shine on the red carpet and I have to share that nothing pulls a look together like a bright beautiful smile.”
Displaying his special ‘The Visible White Beauty’ collection at the launch, Manish Malhotra thrilled to be part of the event shared, “Being a fashion icon is not easy. A fashion icon does not just need the right design or the perfect fit, but also essentially needs to have the right persona. And the right persona comes from grooming, which is incomplete without a great smile and perfect white teeth. The new Colgate Visible White encourages youth who are fashion conscious to use a product that will aid the beauty and life of their teeth which will further enhance their style and boost their confidence. My collection displayed at the launch is to complement how a perfect dazzling white smile just elevates the beauty of an individual. Designed for the young and confident shopper who has an eye for fashion, this traditional summer wear collection is contemporary, simple and chic. Light and breezy, the collection comprises of white designs, flowing seamlessly with metallic and red combinations.”
On the occasion, Prabha Parameswaran – Managing Director, Colgate-Palmolive (India) Limited said, “In the last 75 years Colgate-Palmolive has led the development of the oral care category in India through relevant innovations and technology. At Colgate our constant endeavor is to cater to different consumer needs across price tiers with a vast portfolio and relevant product offerings. This has been the foundation for Colgate being the market leader in Oral Care and the most trusted brand in the country. Today we introduce yet another innovation – Colgate Visible White, the first of its kind oral care product in India. It is aimed at creating and growing the whitening segment in the toothpaste category that is so far undeveloped in India. Colgate Visible White offers whiter teeth in just one week. 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 & make teeth whitening a core part of the beauty regimen of consumers”.
A complete 360 degree campaign encompassing TV, online, print and outdoor will be activated across the country. In the Colgate Visible White TVC, Sonam 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 May 15, 2013. The digital campaign will see Sonam 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.