Campaign India Team
Feb 19, 2020

Old paste in a new tube - Vicco Vajradanti jingle returns with Alia Bhatt

Watch the film conceptualised by Triton Communications here

Vicco Vajradanti has released a campaign featuring its recently appointed brand ambassador. 
Conceptualised by Triton Communications, the film shows Bhatt enjoying all kinds of food at a party. It is set to a revamped version of its old 'Vicco Vajradanti' jingle.
One more TVC part of the campaign will soon be released.
Sanjeev Pendharkar, director, Vicco, said,” Vicco Vajradanti has been a household name since 1952. It has a large base of loyal users. The marketing task was to appeal to the younger generation, the millennials and also make a pure ayurvedic paste a part of their daily regime hence helping them with good oral health and who better than Alia as a brand ambassador to do this”.
Jyotsna Parikh, creative head Mumbai, Triton Communications, said, “It’s really exciting for a creative person to be part of a relaunch, especially when it’s a brand that we’ve grown up with and loved. The idea is simple. When teeth are happy, they sing. And the song they sing is the VICCO jingle. The jingle is the biggest asset of the brand and we’ve remixed it to make it young and modern. We found the perfect brand fit in Alia and we’re sure she’ll draw in the younger audience that we want to capture. This musical film will be followed by a more rational one but delivered with an Alia dose of mischievousness. “
Virendra Saini, business head Mumbai, Triton Communications, added, “An opportunity to work on Vicco Vajradanti is a dream come true and a privilege. Years have passed but this brand has never compromised on its quality of being pure Ayurveda and in a time when so much of chemicals are being consumed which are harmful for the body, the millennials of today need to connect with this trusted ayurvedic brand for their oral hygiene. The idea was to build on the famous brand jingle by modernising it and making it stick with the youth of today”.
Along with the TVC, the campaign is spread across cinema and digital.  
Campaign India