Overview

Colgate-Palmolive (India) Limited announced a first‑time collaboration with the television quiz show Kaun Banega Crorepati Season 18 (KBC 18). The partnership is designed to generate the largest oral‑health conversations in India, leveraging the show’s family‑wide appeal to embed nightly brushing habits into everyday routines.

Key Statistics

  • Nine out of ten Indians experience oral‑health issues.
  • A simple act of brushing at night can reduce the risk of cavities by 50%.

Campaign Details

Each episode will conclude with the legendary host Amitabh Bachchan delivering a unique sign‑off message. Over the season, 100 distinct sign‑offs will be aired, each stating “Colgate aur KBC dwaara Daant hit mein jaari” (issued in dental interest). This integration aims to give the nighttime‑brushing reminder the same gravitas as the show’s trivia, encouraging families to treat oral care as a daily ritual.

Corporate Context

Colgate‑Palmolive (India) Limited is the market leader in oral care in the country and positions itself as a caring, innovative growth company focused on science‑led oral and personal care solutions. Recent sustainability achievements include significant reductions in plastic waste, enhanced recyclability, water and energy conservation at manufacturing sites, empowerment of women through financial and digital literacy programmes, and the flagship “Colgate Bright Smiles, Bright Futures®” initiative that improves children’s oral health.

Executive Quote

Gunjit Jain, Executive Vice President – Marketing, stated: “Kaun Banega Crorepati has a unique ability to make knowledge feel personal. Every season, we see how the right choices can open up new possibilities for families. At Colgate, we believe health awareness requires that same level of conscious decision‑making. By embedding our core message into the show’s daily narrative, we are bringing oral‑health conversations into a culturally relevant environment and equipping families to make choices that positively impact their lives and smiles.”

Release Information

The press release was issued from Mumbai on 10 September 2026, distributed via PRNewswire under an arrangement with PTI, which disclaims editorial responsibility.