Colgate Palmolive (India) Limited has announced a significant collaboration with the Government of Haryana to expand its flagship initiative, Bright Smiles, Bright Futures (BSBF). This partnership represents a major public health initiative aimed at providing essential oral health education to 57 lakh school children throughout the state, embedding structured preventive care directly within Haryana's educational infrastructure.

Partnership Details and Scope

The collaboration marks a systemic approach to oral health education, integrating the BSBF program into Haryana's public and private school systems. The initiative focuses on creating sustained, large-scale behavioral change during the formative years when lifelong habits are shaped.

Hon'ble Chief Minister of Haryana, Shri Nayab Singh Saini Ji, emphasized the collaboration's importance, stating that ensuring children's health and well-being is central to Haryana's future vision. The partnership aims to strengthen awareness and embed preventive oral hygiene practices among students across the state, supporting their overall development and confidence.

Comprehensive Program Components

The initiative features a multi-faceted approach designed to create lasting impact beyond traditional awareness campaigns:

Educational Framework:

• Structured In-Person Learning: Trained facilitators will conduct engaging, age-appropriate sessions across schools
• Comprehensive Curriculum: Promotes proper brushing techniques (twice daily), emphasizes timely toothbrush replacement, raises awareness about tobacco prevention, and highlights nutrition practices supporting oral hygiene
• Teacher Training Modules: School teachers receive training on teeth anatomy and essential oral health practices, enabling them to reinforce preventive messages within classrooms

Infrastructure and Tools:

• Oral Health Boards: Every school will feature a dedicated Oral Health Board serving as a daily visual anchor for children to build strong, healthy habits
• Take-Home Dental Kits and Brushing Calendars: Students receive tools to bridge the gap between school and home, encouraging parental participation and transforming oral hygiene into a consistent family ritual

Leadership Perspectives

Ms. Prabha Narasimhan, MD & CEO of Colgate-Palmolive (India) Limited, described the partnership as representing a systemic shift from awareness to large-scale action. She emphasized that embedding the program into Haryana's educational framework makes preventive care a non-negotiable part of a child's development, building a sustainable culture of health that begins in the classroom and lasts a lifetime.

Ms. Shilpashree Muniswamappa, Director – ESG & Communications at Colgate-Palmolive (India) Limited, highlighted that preventive health education, when delivered consistently and embedded early, creates powerful ripple effects beyond the classroom, with children becoming ambassadors of healthy habits within their families and communities.

Program Launch and Implementation Partners

The kick-off meeting was attended by key dignitaries and implementation partners, demonstrating strong collaborative support:

National and Global Impact Legacy

The Bright Smiles, Bright Futures program represents one of the longest-running and most expansive oral health education programs globally. The success is driven by robust public-private partnerships across multiple Indian states, including Uttar Pradesh, Maharashtra, Bihar, Kerala, Assam, Puducherry, and Goa. The Haryana collaboration marks a significant step in expanding the program's reach and reinforces the company's dedication to fostering lasting behavioral change in preventive health education.

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.