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Oral-B Unveils New Campaign Featuring Rohit Sharma

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Oral-B, a leading oral care brand from P&G, has unveiled a new campaign promoting its innovative Criss Cross toothbrush. Designed by dental professionals, the Criss Cross features advanced bristling technology for a superior clean.

49% of Consumers Dissatisfied with Brushing

According to reports, nearly half of consumers (49%) are unhappy with the cleaning effectiveness of their current toothbrush. Oral-B aims to address this concern with the Criss Cross brush, which boasts adaptability to various mouth shapes, brushing styles, and individual needs. The unique bristles effectively target hard-to-reach areas compared to traditional flat-trim brushes, ensuring a deep clean for a healthy smile.

Oral-B Partners with Cricket Star Rohit Sharma

The new campaign features Indian cricket sensation Rohit Sharma as the brand ambassador. Gopalakrishnan Kalianna, Oral Care Category Head at P&G India, highlights the partnership’s significance. He said, “There exists a common perception about all toothbrushes functioning the same way, leading to consumers being unaware about selecting the right solution. 49%* consumers are currently dissatisfied with the cleaning their brush provides. We recognise the need for innovation and education. Oral B’s Criss Cross technology, priced starting Rs 50, offers consumers a revolutionary choice for achieving better oral hygiene. We are also thrilled to introduce our latest campaign with the ace Indian cricketer – Rohit Sharma, highlighting Oral-B’s ongoing dedication to transforming oral care for every individual and educating them on making the right decision for their oral care. With this breakthrough, we firmly believe that Oral-B Criss Cross will empower consumers to get to healthier smiles.”

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Adding on, Gopal, shares his thoughts on associating with Rohit Sharma, “Joining forces with Rohit Sharma is an exciting milestone for Oral-B. Renowned as the indisputable ‘Hitman’ of cricket for his powerful sixes on the field, his impact finds its parallel in Oral-B Criss Cross, effectively knocking germs out of the park. As one of India’s most beloved sports icons, Rohit’s dedication to his craft and his pursuit of excellence aligns with Oral-B’s commitment to delivering exceptional oral care solutions that delight our consumers, thus making him the perfect choice for us.”

Rohit Sharma Excited About Partnership

Expressing his enthusiasm for the partnership, Rohit Sharma shared, “Recognising the pivotal role of oral health in our overall well-being, I’m thrilled to join hands with a legacy brand like Oral-B. Their innovative approach, to integrate tech into Oral-B Criss Cross, not only enhances dental care but brings healthier smiles. With this new campaign, I hope everyone realises the benefits and prioritises their oral hygiene.”

Campaign Aims to Raise Awareness of Oral Hygiene

Rahul Mathew, chief creative officer, DDB Mudra Group said, “Oral-B’s Criss Cross bristles revolutionised the way a brush cleans your mouth. And in Rohit, we have someone who has revolutionised the way India plays cricket. So, we got the hitman to make sure the message hits home – Choose Oral-B Criss Cross for a healthy smile.”

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Oral-B: A Trusted Leader in Oral Care

This partnership between Oral-B and Rohit Sharma underscores the brand’s unwavering commitment to empowering individuals to achieve optimal oral health and solidify its position as a leader in the oral care industry.

Criss Cross Availability

The Oral-B Criss Cross brush is widely available for purchase in modern trade stores, e-commerce and quick commerce platforms, as well as kirana and chemist stores.


In conclusion, Oral-B Criss Cross isn’t just a toothbrush – it’s a symbol of innovation, empowerment, and commitment to oral health. With its advanced technology and the endorsement of Rohit Sharma, this product is poised to revolutionize the way we approach dental care. So why wait? Join the Criss Cross revolution today and take the first step towards achieving a healthier, happier smile.

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