Mindshare Fulcrum brings Bollywood to your toothbrush

Gel toothpaste brand Closeup, in collaboration with Dharma Production's upcoming Bollywood movie 'Yeh Jawaani Hai Deewani', has announced the launch of a limited edition toothpaste pack that will feature Ranbir Kapoor and Deepika Padukone, the lead pair of the movie, on it. Each pack also includes a special friendship band autographed by the duo.

Mindshare Fulcrum, the media agency of Hindustan Unilever, has worked on this innovation.

The announcement was made at an event held at Mumbai's Taj Land's End Hotel. The event was also webcast live on www.facebook.com/closeupindia, the page where the actors are to host an exclusive 'webchat'.

A TV commercial around the same theme was also unveiled at the event and a live demonstration of a related augmented reality application was made. The app ('Closeup with stars') is now available on Google Play Store and soon for iOS.

Closeup as a brand has always been synonymous with the proposition of confidence-inducing 'freshness'. In this regard, Atul Sinha, category head, oral care, Hindustan Unilever, says, "This movie is a perfect fit for us since it truly embodies what our brand stands for. Our intention is to offer multiple engagement opportunities to our consumers -- from the special pack with friendship bands to technology engagement."

Apoorva Mehta, chief executive officer, Dharma Productions, adds, "A young romance is always associated with vibrant smiles and energy -- characteristics that are associated with a brand like Closeup."

Archana Jhangiani, partner invention, Mindshare Fulcrum, says, "We thrive on coming up with unique media opportunities that connect a brand to its target consumers' passion points. Movies are no doubt the biggest passion in our country and we actively leverage their power to strengthen and differentiate the brand conversations. Therefore, movies for us is a priority media platform and intrinsic to the brand's communication strategy."