SALT Oral Care has released a short film titled The Clean-Up Job, presenting a stylised take on daily oral hygiene. Moving away from traditional advertising, the brand positions brushing and oral care as a deliberate, ritual-like activity.
Directed by Abhishek Sharma and shot by photographer Sasha Jairam, the film is set in a stark bathroom. It opens with a man, played by co-founder Viraj Kapur, surrounded by disuse and expired personal care items.
The central figure of the film, known as The Cleaner and played by SALT co-founder Karan Raj Kohli, appears without dialogue. Using three products—The SALT Toothbrush, Oral Serum, and Mouth Spray—he begins a cleansing process. As the ritual progresses, the man begins to revive. The sequence ends with the word "SALT" appearing on a fogged mirror.
The film features:
- The SALT Toothbrush – Designed with an ergonomic grip.
- The SALT Oral Serum – Formulated to support gum health and oral microbiome.
- The SALT Mouth Spray – A portable product for breath refreshment.
“Oral care has been trapped in a plastic bubble for too long,” said Karan Raj Kohli, Co-Founder. “We wanted to give it back its edge. The Clean-Up Job is about precision, presence, and reclaiming a moment that’s usually rushed.”
“It’s not about brushing—it’s about becoming,” added Viraj Kapur, Co-Founder. “This film captures our entire philosophy: ritual, intention, and transformation. It’s soft, sharp, and just a little bit subversive.”
SALT Oral Care focuses on clean, food-grade ingredients and packaging informed by skincare formats. The brand aims to reframe everyday hygiene as an intentional practice.
With The Clean-Up Job, SALT presents oral care as an act of transformation rather than routine maintenance
