Alia Bhatt’s Humorous “Breakup” with Toothpaste in New Vicco Ad

In a delightful twist on traditional dental-care advertising, Vicco Vajradanti has introduced a new campaign that stars Bollywood actress Alia Bhatt in a refreshingly original concept. Known for her engaging screen presence, Bhatt shines in this clever narrative, which begins with her consulting a counsellor, hinting that she’s ready for a “breakup.” The audience is momentarily left guessing who or what she’s ending things with, as the scene unfolds with an artfully muted aesthetic, reminiscent of a well-crafted short film rather than a conventional ad.

The mystery is soon solved when the camera pans to reveal a person in a toothpaste costume standing timidly in the corner, embodying her current toothpaste. This surprise element flips the typical script, engaging viewers with a light-hearted yet relatable narrative. Bhatt’s character addresses her toothpaste’s failings, listing common dental issues like swelling gums and bleeding, as if she’s disappointed in an unfaithful partner. The "toothpaste" attempts to protest, but the counsellor, keeping a straight face, quickly dismisses him from the room.

In a direct yet humorous way, the ad captures the downsides of conventional toothpaste. The scene then shifts to the counsellor recommending Vicco Vajradanti, an Ayurvedic alternative, as a product that aligns with Bhatt’s needs. The ad’s production quality, understated color scheme, and subtle performances allow the story to unfold naturally, setting it apart from the jingle-heavy or over-the-top visuals often seen in dental care commercials.

The cinematic tone isn’t just about style but serves as a reflection of Vicco’s shift towards a sophisticated marketing approach. Embracing Bhatt as the brand ambassador since 2020, Vicco has tapped into her resonance with today’s audience to promote its Ayurvedic formulation as an effective and modern alternative to mainstream toothpaste. This ad, following Bhatt’s previous TVC appearances for the brand, highlights Vicco Vajradanti’s core message: a return to natural and Ayurvedic care.

Vicco’s focus on a conversational style stands in stark contrast to industry norms, positioning itself as a solution to common oral care problems without the usual clinical white coats and technical jargon. Its timeless jingle plays at the end, grounding the campaign in the brand’s legacy.

With this ad, Vicco not only repositions its toothpaste as a natural remedy but also adds an innovative twist by anthropomorphizing toothpaste itself, making it an amusing, memorable ad that breaks away from traditional dental care promotions. Bhatt’s association, and the ad’s nod to her other partnerships, adds depth, showing Vicco can stand alongside her modern, science-focused brands while offering an alternative rooted in Ayurvedic wisdom.