Two years after its last campaign, Anchor Toothpaste rolls out a new one, with the tagline

'Daant
fit toh life fit' at its core. The campaign will serve to up Anchor's imagery and establish the brand
in the 'life' space

After its campaign a couple of years ago, which strategically established the brand as the 100
percent vegetarian toothpaste, Anchor now rolls out a new ad campaign with a slightly different
agenda.

The campaign provides consumers with a relatable benefit, namely the proposition that one's life
is a whole lot more convenient and enjoyable, if one's teeth are taken care of. The tagline for the
campaign is 'Daant fit toh life fit'. Evidently, it emphasises the benefits of having good teeth in
the context of one's overall life.

The brand's last campaign had featured a TVC, wherein the then brand ambassador, actor Kajol,
was seen persuading mothers to switch to Anchor for the benefit of their children. When quizzed
about whether there has been an upward shift in the age of the TG, Sashi Nair, president, Anchor
Health and Beauty Care answers, "Our TG has never been