Colgate and Kaun Banega Crorepati Champion the Perfect Daily Sign-Off
Colgate-Palmolive India has partnered with the television show Kaun Banega Crorepati to promote nighttime oral hygiene habits. The campaign features host Amitabh Bachchan delivering health messages at the end of each episode to encourage family-oriented dental care.
Why it matters
This collaboration demonstrates how mass-media entertainment can be leveraged for public health awareness campaigns.
The collaboration leverages the show's massive family appeal to turn everyday oral health awareness into actionable habits.
MUMBAI, India , Sept. 10, 2026 /PRNewswire/ -- Colgate-Palmolive (India) Limited and Kaun Banega Crorepati Season 18 (KBC 18) have joined forces for the first time ever to create the biggest oral health conversations that can help protect India's smiles - Two undisputed pioneers that have earned the trust of Indian families across generations.
KBC 18's core campaign thought, 'Sochna Padega' , naturally mirrors Colgate's mission to make Indian families rethink their oral hygiene routines. 9 out of 10 Indians suffer from oral health issues. A simple yet powerful act of brushing at night can help reduce the risk of cavities by 50%. The collaboration between these two icons will help further the awareness of the importance of oral health, turning everyday television viewing into a catalyst for positive habits.
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