Anchor Oral Care, a leading name in oral hygiene and a flagship brand under Anchor Consumer Products, has reaffirmed its commitment to the North East market by appointing acclaimed actor Aimee Baruah as its brand ambassador. This move marks a significant milestone in the company’s regional growth strategy, accompanied by the launch of two culturally attuned advertising campaigns.
A longstanding key market for the brand, the North East continues to play a pivotal role in Anchor Oral Care’s expansion plans. With the growing demand for quality herbal oral care products, the brand aims to reinforce its distribution network and deepen engagement with local consumers.
The two newly unveiled campaigns, “Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha”, are specifically crafted for the North East audience. Both campaigns spotlight Anchor’s flagship product, Anchor Red Toothpaste, a herbal formulation with 10 Ayurvedic benefits derived from six core ingredients, aimed at promoting stronger teeth and healthier gums.
The “Laal. Kamaal. Bemisaal.” campaign features a relatable shopping scenario to illustrate the product’s taste and effectiveness, making it a go-to family choice. Meanwhile, “Naye Zamane Ki Nayi Suraksha”—featuring Aimee Baruah—emphasises modern oral care through Anchor’s CalFlo formulation, which supports whiter, stronger, and healthier teeth, all within a 100% vegetarian and ethically certified product range.
Speaking on the development, Karan Shah, Director of Anchor Consumer Products, stated, “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. North East is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Aimee Baruah marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across North East. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of North East consumers.”
Kunal Shah, Creative Director, Anchor Consumer Products, added, “With 'Laal. Kamaal. Bemisaal.' and 'Naye Zamane Ki Nayi Suraksha,' we aimed to create a fresh and culturally relevant narrative that resonates deeply with North East consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”
Expressing her enthusiasm, Aimee Baruah said, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”
Asit Roy, Sr. Vice President - Sales at Anchor Consumer Products, highlighted, “North East is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Aimee Baruah, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”
Sandeep Abbhi, Marketing Head of Anchor Consumer Products, commented, “Aimee Baruah is trusted, admired and culturally rooted personality in North East. Her strong credibility and connection with North East families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”
North East consumers are increasingly favouring herbal and natural oral care solutions, particularly those that include trusted ingredients such as Tulsi, Laung, and Pudina. With a rising awareness of dental health, the region shows a growing preference for ethically made, high-efficacy products.
Anchor Red Toothpaste, backed by 10 herbal benefits, addresses these needs with a scientifically formulated blend that supports cavity prevention, gum health, and strong teeth—all while offering a refreshing taste and a 100% vegetarian composition.
With this renewed regional focus and its collaboration with Aimee Baruah, Anchor Oral Care is poised to become a household name in the North East, reinforcing its commitment to trusted, effective, and culturally resonant oral health solutions.
