In Vicco Vajradanti’s new ad campaign, brand ambassador Alia Bhatt takes an unexpected approach in a clever, cinematic spot that reimagines the traditional toothpaste ad. The scene opens with Bhatt in a counseling session, suggesting she wants to “break up.” But as the tension builds, the twist is revealed: she’s actually referring to her regular toothpaste, represented by a personified toothpaste character in full costume.

In a humorous exchange, Bhatt lists her frustrations—swollen gums, bleeding, and loose teeth—as the toothpaste character protests, only to be gently but firmly shown the door by the counselor. The ad then pivots, with the counselor recommending Vicco Vajradanti as a superior Ayurvedic alternative. Bhatt quickly “moves on” to this new solution, underscoring Vicco’s positioning as a natural, effective choice for dental health.

With high production value, a muted color palette, and subtle performances, the ad takes a more refined, narrative-driven approach compared to typical, jingle-heavy dental ads. By bringing the toothpaste to life and showcasing Vicco’s Ayurvedic roots, the campaign effectively differentiates the brand while maintaining its vintage charm. Bhatt’s continued partnership with Vicco highlights the brand’s modern yet traditional appeal, even as she represents cutting-edge brands like L’Oréal in the beauty space.

Author: Sonali Kamble