Personal care company Colgate Palmolive has announced the appointment of India’s T20 cricket captain Virat Kohli as the new ambassador for its Colgate Super Flexi Toothbrush.

According to Eric Jumbert, VP-Marketing, Colgate-Palmolive India, “Virat Kohli is one of the top cricketers in the world and is known for his winning, flexible cricketing strokes. Hence he struck us as a perfect match to be Colgate Super Flexi’s new brand ambassador.”

As one of the highest paid batsman within endorsements, Kohli is the most trending sportsmen in the country across social media sites such as Twitter, Instagram and Facebook.

The company is linking the sportsman’s flexible batting strokes with the toothbrush’s flexibility to drive the strong brand connection.