Anchor White ropes in Kajol as ambassador

Anchor White toothpaste, the third largest player in the toothpaste market in India, will be launched with a new marketing campaign and actor Kajol as brand ambassador.

Anchor Health and Beauty Care (AHBC), a part of the Rs 1,500 crore Anchor group, will invest nearly 25 per cent of its sales revenues to fund the new campaign.

"Anchor White is growing at the rate of 12-15 per cent with 7 per cent market share. With this campaign, we are trying to add a mix of family and tradition, " says Atul Shah, joint managing director AHBC.

The low-priced toothpaste market, which accounted for 7 per cent of the market in 1997, has now reached 45 per cent of the Rs 2,200-crore toothpaste market.

The company has 20 lakh distribution outlets. Colgate-Palmolive India is the market leader in this category with 48.9 per cent market share, said AC Nielsen retail measurements for 2006-07.