Kolkata Knight Riders (KKR), the defending champions of the Indian Premier League (IPL), have teamed up with the mouthwash brand Listerine.
Per the development, Listerine has been named the official mouthwash of KKR for the ongoing IPL edition.
According to the release, this collaboration registers a significant step for Listerine in the direction of promoting oral care, showcasing the crucial role of mouthwash in a regular oral care routine.
Speaking on the association, Manoj Gadgil – Business Unit Head-Essential Health & Skin Health & Oral Care & VP Marketing – Kenvue said, “We are thrilled to partner with Kolkata Knight Riders, a team that resonates with millions of fans across India. In India, oral care is often neglected as part of the overall health regime, being largely curative rather than preventive. This collaboration presents a unique opportunity for us to engage with cricket enthusiasts to highlight the significance of a comprehensive oral care regime by brushing and swishing with a mouthwash as part of their daily routine as well as when on-the-go to ensure holistic oral care. With Listerine, germs will get clean bowled, one swish at a time!”
According to the arrangement, Listerine will be featured throughout KKR’s marketing campaign on and off the field. In addition, interactive and engaging content pertaining to the benefits of mouthwash for a healthier mouth will be published.
Before this development, KKR also partnered with JSW Paints, TECNO, Dream11, Vikram Solar, SIX5SIX, RR Kabel, etc.
On the field, the Knight Riders have already witnessed their fair share of ups and downs after four fixtures. The Ajinkya Rahane-led team won and lost two fixtures each. The unit next plays Lucknow Super Giants (LSG) on Tuesday, April 8.