Unveils dual new campaigns.
North East, 21st April 2025: Anchor Oral Care, a leading brand from Anchor Consumer Products, has strengthened its presence in North East by appointing renowned actor Aimee Baruah as its brand ambassador. North East remains a key market for Anchor since decades, and this strategic move underscores the brand’s commitment to expanding its reach and reinforcing its market position in the region.
With this initiative, Anchor Oral Care aims to enhance its presence and distribution network in the region, and boost brand visibility, further growing its market share. Recognizing the growing demand for high-quality oral care solutions, the brand is expanding its presence to cater to the evolving needs of North East consumers.
As part of this expansion, Anchor Oral Care has launched two new campaigns in the state, highlighting its superior oral care range, including its flagship product, Anchor Red Toothpaste. New Campaigns Tailored for North East include “Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha“.
The campaign – Laal. Kamaal. Bemisaal – showcases the powerful benefits of Anchor Red Toothpaste, a trusted herbal solution enriched with 10 Ayurvedic Benefits made with 6 core ayurvedic ingredients. Designed for stronger teeth and healthier gums, the TVC captures a relatable shopping moment, emphasizing how the toothpaste’s effectiveness and taste make it the ideal choice for families.
“Naye Zamane Ki Nayi Suraksha”, featuring Aimee Baruah, focuses on the importance of complete oral care for families. Featuring Aimee Baruah, it positions Anchor Oral Care as a scientifically advanced and ethically conscious brand, highlighting its CalFlo formulation for whiter, stronger, and healthier teeth through its trusted 100% Vegetarian formulations.
Speaking on the development, Karan Shah, Director of Anchor Consumer Products, stated: “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. North East is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Aimee Baruah marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across North East. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of North East consumers.”
Kunal Shah, Creative Director, Anchor Consumer Products shared insights on the campaign’s vision: “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with North East consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”
Expressing her enthusiasm, Aimee Baruah said, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”
Asit Roy, Sr. Vice President – Sales, of Anchor Consumer Products, emphasized the brand’s strengthened focus on North East: “ North East is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Aimee Baruah, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”
Sandeep Abbhi, Marketing Head of Anchor Consumer Products, added, “Aimee Baruah is trusted, admired and culturally rooted personality in North East. Her strong credibility and connection with North East families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”
North East consumers have a strong preference for herbal and natural oral care products, favoring trusted ingredients like Tulsi, Laung, and Pudina. Effectiveness play crucial roles in their purchasing decisions, driving demand for value & high-quality oral care solutions. Additionally, increasing awareness of dental health has led to a growing preference for products that offer holistic oral protection.
Anchor Red Toothpaste stands out with its unique 10 herbal benefits, ensuring long-lasting oral protection. Its scientifically formulated composition strengthens teeth, prevents cavities, and promotes gum health while offering a refreshing taste that appeals to families. Furthermore, it is 100% vegetarian and globally certified, aligning with the rising consumer demand for ethical and safe products.
With its continued commitment to quality and innovation, Anchor Oral Care is poised to become a household name in North East, delivering trusted and effective solutions for every family.
LAL.KAMAAL. BEMISAAL – https://www.youtube.com/watch?v=9BLPQ5kEE4M
NAYE.ZAMANE.KI.NAYE.SHURAAT – https://youtu.be/aKrQIj7mMFc
