Anchor Oral Care, a division of Anchor Consumer Products, has sharpened its growth focus on North East India by onboarding popular regional actor Aimee Baruah as brand ambassador and launching two localized campaigns—“Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha.” This strategic push underlines the brand’s commitment to increasing market penetration through culturally resonant messaging and Ayurvedic-led product positioning.
The initiatives center around Anchor Red Toothpaste, a product known for its ten Ayurvedic benefits, six core herbal ingredients, and 100% vegetarian composition. As consumer demand in the region trends toward natural, ethical, and holistic personal care solutions, Anchor’s approach reflects both market alignment and long-term value generation.
Retailers cite increased consumer awareness and preference for trusted ingredients like tulsi, laung, and pudina. Anchor’s campaign rollout, backed by Aimee Baruah’s strong regional influence, is expected to yield higher brand engagement and repeat purchase behavior. Analysts view this move as a calculated investment in regional brand equity, positioning Anchor to capture incremental market share in one of India’s fastest-growing oral care segments.
