Bollywood actor Ranveer Singh has been appointed as the new brand ambassador for Colgate Maxfresh toothpaste brand from personal care giant Colgate Palmolive.

The appointment signals the brand’s desire to tap into a younger demographic and push a new marketing angle for the brand. Singh will push the product through a multimedia advertising campaign which is said to appeal to fresher audience.

Eric Jumbert, Director of Marketing for Colgate-Palmolive India, said, “Colgate MaxFresh is one of the fastest growing brands in our product portfolio. The creative idea behind the new campaign was to bring to life MaxFresh’s youthful infectious freshness, transforming dull moments into fun-filled, exciting experiences. That’s why partnering with Ranveer Singh & Amit Trivedi on this campaign was an obvious choice and a terrific fit. We are absolutely delighted with the result – an entertaining and energetic commercial that stands out and engages like no other.”