Alia Bhatt’s Humorous Vicco Vajradanti Ad Features a "Breakup" with Toothpaste

Vicco Vajradanti has launched a new ad campaign featuring brand ambassador Alia Bhatt in a humorous and unexpected setup. The ad opens with Bhatt in a counselling session, talking about her desire to "break up." Viewers might wonder who she’s referring to until the camera reveals the twist: she’s actually addressing her toothpaste, portrayed by an actor in a full toothpaste costume, standing awkwardly in the corner.

Bhatt’s character then elaborates on her gum issues like swelling, bleeding, and loose gums, leaving the "toothpaste" defensively protesting with a desperate "That’s not what I do!" The counsellor quickly ushers him out, and Bhatt is advised to switch to Vicco Vajradanti, which she embraces enthusiastically.

The ad's high production quality, muted color palette, and cinematic style stand out, offering a more natural, storytelling approach than traditional, jingle-heavy toothpaste ads. The ad also personifies the toothpaste, making Bhatt’s feelings more relatable.

The reveal of Vicco Vajradanti as the hero plays into the brand’s Ayurvedic appeal, positioning it as a solution to common dental issues. Unlike science-led brands like Bhatt’s recent L’Oreal partnership, Vicco emphasizes its natural formula, taking a subtle dig at conventional foaming toothpastes.

This campaign reflects Vicco’s vintage marketing charm while modernizing its approach with direct, conversational storytelling.