Anchor Oral Care has brought England cricket star Jos Buttler on board as its new brand ambassador in India, marking the oral-care brand’s first collaboration with an international sportsperson.
The partnership brings together Buttler’s global cricket profile and strong connection with Indian audiences with Anchor Oral Care’s focus on quality, trust and everyday oral hygiene. The association is part of the brand’s wider plans to increase awareness and build deeper connections with consumers across India.
Buttler has developed a strong following among Indian cricket fans through his performances in the Indian Premier League over the years. His international career and leadership experience also make him a natural fit for a brand looking to connect with both families and younger consumers.
Karan Shah, Director, Anchor Consumer Products, said the company wanted to work with a personality who represents excellence, leadership and strong values. He described Buttler’s journey and international stature as a strong match for the brand’s ambitions in India.
The partnership will see Buttler feature in Anchor Oral Care’s consumer and brand initiatives. The company hopes his presence will help it reach a wider audience while strengthening its position in the Indian oral-care market.
Kunal Shah, Creative Director, Anchor Consumer Products, said Buttler’s combination of performance, confidence, composure and character would allow the brand to bring a fresh dimension to its communication while remaining connected to the values it has built over the years.
The association also has a wider international scope. Anchor has signed Buttler to a multi-year partnership covering the UK, India, Nepal and the Middle East.
For Buttler, the partnership connects with an area of everyday personal well-being. Speaking about the association, he said oral care is an important part of personal well-being and expressed his enthusiasm for supporting Anchor’s efforts to encourage healthy oral-hygiene habits across India.
Anchor Oral Care has been serving Indian consumers since 1997. The brand, part of Anchor Consumer Products, offers a range of oral-care products that are 100% vegetarian.
Its toothpaste portfolio includes White Toothpaste, Gel, Herbal, Sensitive and Kids variants, along with toothbrushes designed for different oral-care needs.
The brand currently has a pan-India presence, with its products available through traditional trade, modern trade and leading online platforms. Anchor Oral Care is also part of the company’s broader international presence, which extends across more than 30 countries.
With Jos Buttler joining as brand ambassador, Anchor Oral Care is looking to combine its established presence in India’s oral-care market with the reach and recognition of one of international cricket’s well-known names.
The partnership comes as the brand focuses on expanding its consumer engagement in India while continuing to build its presence across markets internationally.