The Indian cricket team captain, Rohit Sharma has been featured in the latest Oral-B advertising campaign promoting the brand’s new Criss Cross toothbrush.
This campaign marks the official onboarding of the former Mumbai Indians (MI) skipper as Oral-B’s newest brand ambassador. DDB Mudra, a leading Indian advertising agency, created the concept behind the campaign.
The ad film showcases Rohit emphasizing the importance of oral health for overall well-being. The 36-year-old throws light on the innovative technology of the Criss Cross bristles, designed to provide a superior clean compared to traditional brushes.
The campaign takes a multi-lingual approach, launching in eight languages: Gujarati, Hindi, Bengali, Telugu, Tamil, Odiya, Marathi, and Malayalam.
Gopalakrishnan Kalianna, Vice President and Category Head – Oral Care, P&G India, shared, “Joining forces with Rohit Sharma is an exciting milestone for Oral-B. Renowned as the indisputable ‘Hitman’ of cricket for his powerful sixes on the field, his impact finds its parallel in Oral-B Criss Cross, effectively knocking germs out of the park. As one of India’s most beloved sports icons, Rohit’s dedication to his craft and his pursuit of excellence aligns with Oral-B’s commitment to delivering exceptional oral care solutions that delight our consumers, thus making him the perfect choice for us.”
Expressing his enthusiasm for the partnership, Rohit Sharma, shared, “Recognising the pivotal role of oral health in our overall well-being, I’m thrilled to join hands with a legacy brand like Oral-B. Their innovative approach, to integrate tech into Oral-B Criss Cross, not only enhances dental care but brings healthier smiles. With this new campaign, I hope everyone realises the benefits and prioritises their oral hygiene.”
Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “Oral-B’s Criss Cross bristles revolutionised the way a brush cleans your mouth. And in Rohit, we have someone who has revolutionised 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.”
Oral-B is a leading brand in oral hygiene, known for its dentist-recommended products. Founded in 1950, the personal care brand offers a variety of electric and manual toothbrushes, toothpaste, floss, and mouthwash.
DDB Mudra Group is a major advertising agency in India, formed in 2011 by the merger of Omnicom’s DDB Worldwide with the legacy Indian agency, Mudra. The advertising agency is known for its award-winning creativity and focus on emotionally-driven campaigns that resonate with audiences.
In stellar form, the opening batter has amassed a staggering 261 runs in just six innings, even notching up a century yesterday against Chennai Super Kings (CSK). The Hitman will be back in action on April 18 when MI take on Punjab Kings (PBKS) at the Maharaja Yadavindra Singh International Cricket Stadium in Mullanpur, Chandigarh at 7:30 PM IST.