MUMBAI: Colgate-Palmolive (India) Limited today announced an important revitalisation of Colgate Dental Cream with a new fresher taste and significantly improved germ fighting performance.

These improvements are part of the ongoing process of innovation and leadership in the Oral Care category by Colgate-Palmolive (India) Limited. The brand has been rejuvenated with the adoption of a 100 per cent Natural Mint flavour to offer a fresher, mintier, more refreshing taste.

According to an official release, Colgate Dental Cream's anti-bacterial ingredient has been boosted to offer superior germ fighting efficacy. In addition to it the cream also offers calcium and minerals formula that helps repair weak spots on teeth and locks in additional calcium and essential minerals to make teeth stronger than ever before.

Announcing the revitalisation, Colgate-Palmolive (India) Limited Executive Vice President Marketing Vikram Kaushik said, "Trusted by generations, India's favourite toothpaste has just got better. Consumers now seek multiple benefits from their toothpaste. "

The launch of superior Colgate Dental Cream is being supported by a powerful 360-degree marketing campaign covering TV, print, outdoor advertising and in-store promotions.

"This revitalisation of Colgate Dental Cream is a part of our ongoing consumer centric strategy focused on upgrading and delivering superior products to meet consumers' evolving needs and preferences. This will strengthen our leadership position in the oral care market. The IDA Seal of Acceptance is an independent validation of the efficacy of Colgate Dental Cream," Kaushik added.

Colgate Dental Cream is the only family-priced toothpaste to have received the coveted Seal of Acceptance from the Indian Dental Association (IDA). Colgate has also received similar professional endorsements - by way of 'Seals of Approval' from the top dental associations in over 70 countries.