Oral-B, a leading oral care brand under the P&G umbrella, recently launched its latest campaign spotlighting Oral-B Criss Cross. The brand also welcomes Indian cricket sensation Rohit Sharma, as its new brand ambassador through the latest campaign that has been crafted by DDB Mudra.

The collaboration marks a significant milestone for the brand as it is dedicated to empowering individuals to achieve better oral health and underscores its position as a trusted leader in the oral care industry.

Commenting on this partnership, Gopalakrishnan Kalianna, Vice President and Category Head – Oral Care, P&G India, stated, “There exists a common perception about all tooth brushes 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 recognise the need for innovation and education. Oral-B’s Criss Cross technology, priced starting at 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.”

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Expressing his excitement, Rohit Sharma, shared, I’m delighted 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 remarked, “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.”