MUMBAI: Ogilvy & Mather, Mumbai has crafted a new television commercial for Anchor Health & Beauty Care‘s toothpaste variant, Anchor White. 
 
Produced by Corcoise Films, the TVC has been directed by Prasoon Pandey.

Said Anchor Health & Beauty Care MD Sanjay Shah, "In a market that was slicing the propositions into infinite permutations and combinations, we decided to get back to the basics - strong teeth."
 
Added Ogilvy & Mather India NCD Abhijit Avasthi, "Besides talking about the product we wanted to up the imagery of Anchor toothpastes. Toothpastes have by and large done formulaic advertising. Neither the client nor we believe that there is a prescribed way of doing communication for oral care products. Our attempt was to do a nice fun commercial which is entertaining and rooted in a product benefit, set in a relevant context like eating. We believe the proposition of ‘Daant fit toh life fit‘ will ring true with everybody and it‘s a platform that is vastly extendable."