Lara Dutta to endorse Colgate Active Salt toothpaste

MUMBAI: Lara Dutta has been roped in as the brand ambassador of Colgate Active Salt. She will be seen a new ad campaign for the brand, which will feature her in a news reporter’s role.

Colgate Active Salt advertising has been using the Interruption campaign idea for many years now. The brand team wanted to refresh this format, and make the Interruption more engaging and eye catching for the viewer. It was therefore decided to shoot and air the Check Out counter film, which shows a dramatic transformation in the reporter from a Check Out counter girl to The Reporter taking the viewer by surprise.

Prior to this, the likes of Sandhya Mridul and Koel Puri have featured in the Colgate Active Salt ad campaign.