MUMBAI: Oral-B, P&G’s oral care brand, Monday unveiled its latest campaign shining a spotlight on, Oral-B Criss Cross.
Designed by dental professionals Oral-B Criss Cross introduces a leading innovation in toothbrushes with advanced Criss Cross bristling technology. The brand also welcomes India cricket captain Rohit Sharma, as its newest brand ambassador through the latest campaign that has been conceptualized by DDB Mudra.
Oral-B’s Criss Cross technology enables a deep clean with the toothbrush’s adaptability to every mouth, every need, and every style of brushing. The brush is also seen effectively targeting difficult corners of the mouth as compared to a straight bristle flat trim brush, ensuring every smile can get a deep clean. By embracing the Criss Cross innovation, users can enjoy a thorough and efficient clean, ensuring better overall oral health versus an ordinary flat trim brush.
Gopalakrishnan Kalianna, vice president & Category head – Oral Care, P&G India shared, “There exists a common perception about all toothbrushes functioning the same way, leading to consumers being unaware about selecting the right solution. 49%* consumers are currently dissatisfied with the cleaning their brush provides. We recognize the need for innovation and education. Oral B’s Criss Cross technology, priced starting Rs 50, offers consumers a revolutionary choice for achieving better oral hygiene. We are also thrilled to introduce our latest campaign with the ace Indian cricketer – Rohit Sharma, highlighting Oral-B’s ongoing dedication to transforming oral care for every individual and educating them on making the right decision for their oral care. With this breakthrough, we firmly believe that Oral-B Criss Cross will empower consumers to get to healthier smiles.”
Rahul Mathew, chief creative officer, DDB Mudra Group said, “Oral-B’s Criss Cross bristles revolutionized the way a brush cleans your mouth. And in Rohit, we have someone who has revolutionized the way India plays cricket. So, we got the hitman to make sure the message hits home – Choose Oral-B Criss Cross for a healthy smile.”
