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Oral Health and Prevention

Colgate and KBC 18 team up for nightly oral health reminders on Indian TV

By Elliot Rowan · · 4 mins read
Colgate and KBC 18 team up for nightly oral health reminders on Indian TV The Young Dentist © theyoungdentist.com
Colgate and KBC 18 team up for nightly oral health reminders on Indian TV © theyoungdentist.com
Colgate-Palmolive India and Kaun Banega Crorepati Season 18 have launched a campaign that puts oral health reminders at the center of India's top quiz show, aiming to change how millions of families brush at night.

Each night, as Kaun Banega Crorepati Season 18 wraps up, Amitabh Bachchan does more than say goodbye. He now gives a straight reminder to Indian families: take care of your teeth before bed. This is not a one-off stunt. It is a planned partnership between Colgate-Palmolive (India) Limited and the quiz show, built to make oral hygiene part of the country's nightly routine.

Colgate's campaign uses the show's "Sochna Padega" theme, which asks viewers to think about their choices. By putting oral health reminders into the show's closing moments, Colgate wants to turn night-time brushing from something people forget into a habit for families. The plan is to run 100 different sign-offs during the season. Each one ends with "Colgate aur KBC dwaara Daant hit mein jaari"-which means "Issued in dental interest by Colgate and KBC." According to independent reports, Amitabh Bachchan delivers these messages himself at the end of every episode, aiming to make the message stick in a way that fits Indian culture.

Colgate-Palmolive (India) Ltd. disclosed its partnership with KBC 18 in a regulatory filing dated 10 September 2026, highlighting the campaign's nationwide scope.

This campaign stands out because it is woven into a show that families already trust. Instead of running standard ads, Colgate puts its message right into the heart of Indian family life, using the country's most-watched quiz show. The reminders come in different forms. Some ask kids to be "brush monitors." Others tell families to guard their smiles as carefully as they protect their homes. KBC 18 has been pitched to advertisers as a show that reaches families across India. Industry analysis says these kinds of partnerships usually last the whole season, making it a strong platform for repeating public health messages.

Gunjit Jain, Executive Vice President for Marketing at Colgate-Palmolive (India) Limited, explained the goal: "Kaun Banega Crorepati has a unique ability to make knowledge feel personal. Every season, we see how the right choices can open up new possibilities for families. At Colgate, we believe health awareness requires that same level of conscious decision-making. By embedding our core message into the show's daily narrative, we are bringing oral health conversations into a culturally relevant environment and equipping families to make choices that positively impact their lives and smiles." Jain also said the partnership is meant to bring oral health into a setting that viewers connect with, using the show's reach to make health feel personal, as reported by TradeAlone.

This approach is different from the usual public health warnings that often make headlines. For example, a recent report described how authorities had to fight dental misinformation. Here, Colgate and KBC 18 are taking a proactive route. They want to make preventive care normal, not just react to problems. Reports tied to the campaign repeat Colgate's claim that "9 out of 10" Indians have oral health issues, and that brushing at night can cut cavity risk by 50%.

Colgate-Palmolive (India) stock saw a notable boost following the partnership announcement, with shares rising as much as 4.4% intraday to ₹1,900.10 on 16 September 2026.

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By making oral health part of the closing moments of a much-loved TV show, Colgate is betting that repetition and cultural fit can change real habits. This is not just product placement. It is a brand trying to drive public health by using entertainment as a tool for prevention. If it works, this campaign could change how health messages reach Indian homes-one nightly reminder at a time.

Topics: Oral Health and Prevention Oral Hygiene
Elliot Rowan Founder & Editorial Director The Young Dentist
Author

Elliot Rowan

Elliot Rowan is the Founder & Editorial Director of The Young Dentist, overseeing coverage of dentistry, oral health, evidence, professional standards, policy and dental technology. His editorial approach focuses on clinical usefulness, reliable sourcing and separating meaningful developments from speculation, marketing and headline-driven claims.