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Colgate turns on the power of freshness for MaxFresh

The TVC, conceptualised by Red Fuse Communications and featuring Telugu actor Allu Arjun, highlights one of the key attributes of the brand, which is energising freshness

BestMediaInfo Bureau | Mumbai | March 13, 2015

Colgate-TVC Click on the image to watch the TVC.

Colgate Palmolive has come out with a new TVC for its youth toothpaste brand, Colgate MaxFresh. The advertisement has been conceptualised by Red Fuse Communications and highlights one of the key attributes of the brand that consumers relate to with Colgate MaxFresh – energising freshness.

Featuring Telugu actor and youth icon Allu Arjun, the new TVC is set against the backdrop of a wedding involving diverse culture from two states – Maharashtra and Andhra Pradesh. Allu Arjun, the protagonist, wakes up one morning and observes a wedding taking place near his house. The story unfolds to reveal that soon after brushing with Colgate MaxFresh, Allu experiences an intense rush of freshness and transfers the energy to the wedding, transforming the occasion to a zestful and joyful one. The choreography and the peppy music add to the flavour to the grand two-state wedding. The TVC has been shot by renowned filmmaker Pradeep Sarkar and scales up with Allu Arjun grooving to the upbeat music track.

Shubha-George-capShubha George, CEO, Red Fuse Communications, said, “As MaxFresh enables you to switch on the power of freshness, we came up with the idea of transforming a dull wedding situation through the irrepressible dance moves of our brand ambassador, Allu Arjun, brought to life through filmmaker Pradeep Sarkar’s distinctive narrative style. This, combined with the music, the footwork and the attitude of the TVC encapsulated the brand promise in a memorable manner.”

Commenting on the TVC, Eric Jumbert, Director, Marketing, Colgate-Palmolive (India), said, “Colgate MaxFresh is one of the fastest growing brands in our product portfolio, a growth driven by young consumers looking for something a bit out of the ordinary. We have enjoyed working with superstar Allu Arjun and director Pradeep Sarkar on this commercial. Their collaboration brought to life this connection that the brand has with its audience in a fun, engaging and irresistible commercial.”

Pradeep Sarkar, director of the film, elaborated, “We were called upon to showcase a unique union of two cultures through a two-state wedding. So, we chose a Maharashtrian and Telugu style wedding set-up. The TVC truly showcases a fusion of diverse cultures from two different states, and conveys the brand messaging – of freshness – through Allu Arjun’s youthful zeal in an apt way.”

The TVC:


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