All toothpaste ads I can remember have either a dentist telling kids about the importance of strong teeth, a fair n chubby kid complaining of tooth ache, or a distressed mother watching her kids buy ice candy from a street vendor. Breaking through and standing apart from the clutter of these toothpaste ads is the latest TVC of Anchor White Toothpaste.
The TVC shows a young urban newly married woman reading a cook book. She bakes a cake for her hubby and is so happy about it that she starts dancing. It slips off her hand and hits the refrigerator leaving a dent on it and leaves a crack on the floor where it lands. Meanwhile the hubby is home and is already making his way towards the cake. And before she could stop him, he easily bites into the cake much to her astonishment. He even gives her an approving smile!
The hep woman and an average looking husband make for a rather interesting cast. The story is exaggerated and that’s where its appeal lies. The remixed ‘Javaan hai muhabbat, haseen hai samaa’ background score is one you would love to hum (I can’t seem to stop humming it). The makers of the ad have kept away from all things that suggest ‘toothpaste’. Precisely, white coats, clean-shaven dentist dads, salwar or saree clad moms, ugly keetanus and cute children.
The Voice over at the end, ‘Daant fit toh life hit’ is as neat as it can get. Good Ad, without doubt!