Colgate Palmolive India has unveiled its latest marketing campaign for Colgate Visible White Purple on February 13, 2026, bringing together Bollywood star Kriti Sanon and Indian cricketer Abhishek Sharma to redefine teeth whitening as a beauty essential. The campaign elevates oral care from routine maintenance to a modern beauty ritual, positioning the distinctive purple toothpaste as a breakthrough product in the whitening category.

Celebrity Endorsements Drive Beauty Positioning

The campaign features two of India's most prominent cultural figures from cinema and cricket, emphasizing the product's appeal across diverse demographics. Kriti Sanon highlighted the importance of treating smiles as central to beauty routines, noting that while actors focus extensively on skincare and makeup, a beautiful white smile truly sets individuals apart.

Abhishek Sharma emphasized how confidence comes from feeling and looking good both on and off the field, particularly with increased spotlight and camera presence in modern sports. His association with Colgate Visible White Purple reflects the authentic need for grooming products that deliver confidence and camera-ready results.

Color Theory Technology Innovation

The star of the campaign is Colgate Visible White Purple, which has gained significant internet attention due to its distinctive color. The purple toothpaste operates using color theory principles, cancelling yellow tones in teeth to achieve a whiter smile. This technology mirrors established beauty applications, from purple color-correcting concealers in makeup to color-preserving purple shampoos in haircare.

The distinctive purple color represents a breakthrough across beauty categories, combining aesthetic appeal with effective functional benefits that consumers recognize from other beauty products.

Strategic Marketing Approach

Ayan Guha, Director of Marketing at Colgate-Palmolive India, explained the campaign's strategic positioning of merging science and beauty to redefine oral care as a daily grooming essential. The brand leverages color-correction technology alongside the influence of Kriti Sanon and Abhishek Sharma to make whiter smiles an aspirational yet effortless first step in beauty rituals.

The campaign represents Colgate's entry into the beauty and grooming category through association with two aspirational figures. By linking teeth whitening to established beauty rituals, the brand invites consumers to view their smile as a defining beauty asset rather than merely an oral care concern.

Multi-Platform Campaign Rollout

Designed as a high-impact, multi-platform initiative, the campaign will be amplified across multiple channels to maximize reach and engagement:

• Television advertising
• Digital platforms
• Social media campaigns
• Influencer-led content

This comprehensive approach forms part of Colgate's broader strategy to drive premiumization while strengthening its leadership position in science-backed, beauty-forward oral care solutions. The campaign continues Colgate Visible White Purple's mission to carve a distinctive space in the whitening category where innovation, beauty, and everyday routines converge.

Company Leadership in Oral Care

Colgate-Palmolive India maintains its position as the market leader in oral care, committed to delivering sustainable, profitable growth while fostering an inclusive workplace. The company focuses on science-led innovations in oral care and personal care for the Indian market, with recognition for leadership in sustainability and community well-being initiatives.

With this launch, Colgate Visible White Purple continues establishing its unique position in the competitive whitening market, delivering products that look as good as they perform while meeting modern consumer expectations for beauty-integrated oral care solutions.

Colgate-Palmolive (India) Limited announced its unaudited financial results for the third quarter ended December 31, 2025, showing a return to growth momentum driven by improved performance across urban and rural channels. The company reported steady revenue growth while maintaining robust profitability despite regulatory headwinds.

Financial Performance Overview

The company delivered solid financial performance for the third quarter of FY26, with revenue growth supported by recovery in core portfolio and sustained premium segment performance.

Operational Highlights

The quarter witnessed improved momentum across both urban and rural trade channels, indicating recovery following disruption from revised GST rate implementation. Domestic net sales grew by 2.2% year-on-year, while the premium segment continued to deliver strong double-digit growth.

Managing Director & CEO Prabha Narasimhan commented on the performance: "In the third quarter, our business saw a return to growth, driven by early positive signs in our core portfolio and sustained strong performance in the premium segment. Both urban and rural trade channels experienced improved momentum throughout the quarter."

Margin Performance and Cost Management

The company maintained robust gross margin profile through strict financial discipline via its funding the growth program. Q3 FY26 margin reached 69.7%, improving by 50 basis points compared to the trailing quarter. However, net profit growth was impacted by regulatory changes, including the new labour code implementation and inverted duty structure charges due to GST changes.

Product Innovation and Market Strategy

During the quarter, Colgate accelerated brand investments in the premium segment as part of its premiumisation strategy within the oral care category. The company successfully launched Colgate Visible White Purple Serum in Q3, marking a significant milestone in its "Oral Beauty" journey.

The innovative whitening booster leverages advanced color-correction technology to neutralize yellow tones, providing consumers with instant, on-demand brightening effects. Additionally, the company introduced a 60g access pack of Visible White Purple toothpaste to make premium products more accessible.

Exceptional Items and Regulatory Impact

The company recorded exceptional expenses of Rs. 839 lakhs during the quarter due to the implementation of new labour codes notified by the Government of India on November 21, 2025. These codes consolidate existing labour laws, resulting in a one-time increase in employee benefit expenses recognized under exceptional items.

Nine-Month Performance

For the nine months ended December 31, 2025, total income stood at Rs. 4,512 crore compared to Rs. 4,697 crore in the corresponding period of the previous year. Net profit for the nine-month period was Rs. 972 crore compared to Rs. 1,082 crore in the previous year.

Outlook and Strategy

The company expects growth momentum to accelerate going forward, driven by an improving demand environment and intense focus on superior execution. The management remains committed to advancing premiumisation strategy while maintaining financial discipline through funding the growth initiatives.