Colgate-Palmolive India has named Rahul Dravid as brand ambassador for Colgate Total, marking a shift from hygiene-led messaging to performance-focused positioning.
The campaign reframes oral health as a competitive advantage, citing research that links oral bacteria to inflammation and slower recovery. Drawing on Dravid’s belief in disciplined, everyday habits, the brand presents oral care as part of an athlete’s performance routine.
Powered by Dual Zinc and Arginine technology, Colgate Total claims to fight germ build-up three times more effectively and help prevent eight common dental issues before they start.
Rahul Dravid, Brand Ambassador for Colgate Total, said "When it comes to sports performance, every detail counts. Oral health is one such detail - so much so that teams across the world & coaches like Hansi Flick now mandate dental exams for their team. That's where Colgate Total comes in for me, it prevents 8 dental problems, giving you that proactive edge”
Gunjit Jain, EVP, Marketing, Colgate-Palmolive (India) Limited, added "Good health has always been linked to sports performance. Everyone knows that you need good sleep, exercise and nutrition but the hidden edge that has not been spoken about yet is Oral Health. Yes, Oral Health is linked to sports performance. The science is simple - germs in your mouth can enter your body, cause inflammation and slow down muscle recovery and impact stamina. By partnering with Rahul Dravid, a personification of consistency and credibility, we're taking this conversation mainstream while highlighting Colgate Total's superior technology that fights germ build-up 3x better, preventing 8 dental problems. Stay tuned for more."
The campaign will be amplified across digital social media, and influencer-led content. The campaign reinforces Colgate’s commitment to science-backed oral care solutions that encourage consumers to take a proactive approach to their overall wellbeing.
