Anchor Toothpaste: Desperate measures

It looks like the manufacturers of this product have run out of new or relevant ideas on how to push the brand

'Daant fit toh life fit'. That's the new message from Anchor toothpaste. Well, er, we knew that already, no? I mean, you can't be having a good life if you are in urgent need of a root canal, correct? Or, for that matter, 'Kidney fit toh life fit', 'Heart fit toh life fit', 'Kaan fit toh life fit' are also valid, right? So then what are they saying out here?
Well, I suspect makers of Anchor Toothpaste could simply not find anything new or relevant to say for their brand. Germs and plaque have become infra dig.

Colgate has already hired all the dentists in the country to plug their different variants (isn't that against ASCI guidelines? Does anyone care?). And Close Up has adopted street kissing and made it its own. So it seems the poor Anchor guys had no option but to weave in a convoluted tale. A while back, they called Anchor Toothpaste a '100% vegetarian product' (whatever that means), but clearly that either didn't work out with the veggies, or they have switched loyalties. 
So now they are asking you to have a blast in life, with the help of power teeth. The TVC stars an exuberant young bride (who looks like she stays at Malabar Hill). She obviously has spent more time in her life at spas and Page 3 parties rather than inside a kitchen. She's seen trying to bake a cake for her beefcake partner. Grooving and dancing (an ancient Hindi film song belts away in the background), she botches it up and sends the cake crashing into the dirty wall. But since it's turned out steely-hard, nothing happens to it. The hubby (who looks like he stays at Nalla Sopara) doesn't want to displease a pretty new bride (you don't want to upset Malabar Hill girls!), and chews it away as if it was popcorn. Such are his steely teeth, courtesy Anchor.   
The verdict: It's not going to work. There's nothing in the commercial about what's so hot inside Anchor toothpaste that I must believe in this sort of a claim.

It's a straightforward lifestyle commercial, where the brand manager is clearly hoping, praying, that some execution trick will inject life into sales. That's really narrow thinking. People will recall the bumbling bride (and maybe her entirely mis-matched hubby), but not Anchor.
Perhaps the brand should get back to being vegetarian again. 




7 years ago


Dear SIR,

I have a littel idea for new packing pls give me a chance to explain to you over mobile

Thanking you,
kalpesh shah


7 years ago

Nice ad.........


7 years ago

As long as celebrities keep endorsing products in return for obscene sums and advertisements become the backbone for revenues to TV channels, we are not going to see things get any better.

Tax-free infrastructure bonds may show robust activity in Q4

While IDFC, ICICI Bank and IL&FS are expected to launch tax-free infrastructure bonds, robust activity on this front is expected only in the last quarter

IDFC, ICICI Bank and IL&FS at present are the three frontrunners likely to launch tax-free infrastructure bonds. While this tool of investment has been in discussion since the Budget announcement, an investor can expect launches of such bonds only in the last financial quarter.

"As these bonds come with a tax advantage, most people will show interest and subscribe to them only in the last quarter of the financial year.

This is when most tax-saving tools are in demand," said an official from a leading infrastructure company, preferring anonymity.

According to sources, while IDFC and ICICI Bank are most likely to launch such infrastructure bonds, IL&FS may also join the list.

An executive official from IDFC was also quoted in a news report expressing willingness to raise funds through such bonds. "Since we have a lot of leeway in raising resources with this new status (as an infrastructure finance company), we will not be looking at applying for a banking licence. But, at the same time, we are open to the idea of raising funds by issuing retail bonds or tax-free infrastructure bonds," the official was quoted as saying in a news report.

Chanda Kochhar, CEO, ICICI Bank, has also spoken in favour of such tax-free bonds. "Tax-free bonds would prove to be a cost-effective source of funding for banks and enable them to ramp up their infrastructure financing activities," Ms Kochhar has been quoted in various news reports.

An email query sent to ICICI Bank, IDFC and IL&FS remained unanswered at the time of writing this story.

Last month, the Central government had allowed non-banking financial companies (NBFCs) to issue tax-free infrastructure bonds.

The Union Budget has proposed to offer tax relief on investments up to Rs20,000 in long-term infrastructure bonds.

Issuance of tax-free infrastructure bonds is among the multiple options that the Central government is considering in order to cater to the huge investment outlay planned for infrastructure. The 12th Five Year Plan (2012- 2017) has an investment outlay of $1 trillion for infrastructure.




7 years ago

The expected date of issuance yet in hide. As the maximum investment amount is only 20000/- so it can be issued at any time, rather than waiting up to the end when people have much obligations like regular insurance premiums what they had taken previously.


7 years ago

pls more detail about this infrastucture bond

Lok Sabha passes Bill to replace ULIP Ordinance

New Delhi : The Lok Sabha on Monday passed a Bill to replace the unit linked insurance plan (ULIP) Ordinance that seeks to set up a joint mechanism to address the issues of jurisdiction between the financial sector watchdogs after the government assured that autonomy of existing sectoral regulators will not be diluted, reports PTI.

The Securities and Insurance Laws (Amendment) and Validation Bill, 2010, provides for setting up a joint body under the chairmanship of the Finance Minister, and with representations from the four financial sector regulators and the Finance Ministry.
The Bill states that the Reserve Bank Governor will be the vice-chairman of the joint committee. However, there were apprehensions expressed by RBI over its autonomy.
Allaying these fears, Finance Minister Pranab Mukherjee told the Lok Sabha, "it was true there were lots of apprehensions whether we are going to dilute the regulators' independence or autonomy. It will only be in the case of jurisdiction disputes between the regulators that the joint mechanism will be used."
Mr Mukherjee further assured that the joint mechanism will not deal with other areas and only the regulators can refer the matter of jurisdiction to the committee.
Pointing out that the Reserve Bank has two functions-- monetary and regulatory--the minister said, "In no way, we are not interfering with the monetary authority. The RBI is the supreme (as far as monetary matters are concerned)."
Mr Mukherjee said in case of regulatory functions too, only disputes will be handled by the committee. But first efforts would be made to solve these issues bilaterally, he added.
Explaining the rationale for making the RBI Governor the vice-chairman of the proposed committee, he said if the dispute arises between the central bank and other regulators, the arbitrary function cannot be given to the interested party. "That is why, it has been decided that the Finance Minister will be the chairman," he said, adding the RBI Governor's status has in fact been elevated as the earlier suggestion was to make the Governor only a member of the committee.
The minister further said the government has to interfere, if there is contradiction between the regulators and the overall interests of the economy suffers. "No regulator comes to Parliament and explains. It is the finance minister who is accountable to Parliament. Therefore, there must be a place where the buck stops and it is the finance minister where the buck stops, Mr Mukherjee said.
The governmnet issued the Ulip Ordinance on 18th June, after the capital markets regulator SEBI and insurance watchdog IRDA locked horns over regulation of Unit-linked insurance products (ULIPs) and could not seek a joint legal mandate to sort out the issue, as suggested by the Finance Ministry.
The turf war began when SEBI had on April 9 banned 14 life insurers from raising money from ULIPs,and IRDA countered the ban by asking insurance companies to ignore the market regulator's order.
As the matter could not be resolved, the Finance ministry asked the regulators to get a legal remedy, following which SEBI moved the Supreme Court, which is yet to decide on the matter. In the meanwhile, the government came out with an Ordinance late June, which gave the jurisdiction of regulating ULIPs to IRDA.
The Ordinance also sought to constitute a joint mechanism between the regulators and finance ministry to sort out any future tussle between financial sector regulators over jurisdiction of hybrid products.
However, Reserve Bank Governor D Subbarao had raised certain objections to the proposed joint committee, saying the autonomy of regulators will be affected. Subbarao had met Mukherjee also on this issue and requested him to let the Ordinance lapse.
To members' query as to why pension regulator PFRDA has been included in the committee, when the Bill to this effect has still not been passed by Parliament, the minister said the pension watchdog exists through an executive order. He also said while earlier finance secretary was suggested to be a member of the joint committee, the Bill provides for the economic affairs secretary to be a member.
Earlier, the statutory resolution to disapprove the Securities and Insurance Laws (Amendment & Validation) Ordinance 2010 was withdrawn by CPI member Prabodh Panda, but he insisted that the question about the need for bringing in the Ordinance before Supreme Court decides on the Ulip issue remains unanswered.
Other members who spoke on the Ordinance included Raguvansh Prasad Yadav (RJD), S Semmali (AIADMK), Vijay Bahadur Singh (BSP) and Bhartruhari Mahtab of BJD.



Krishna Gopal Gupta

7 years ago

It is really shocking that these regulators are fighting among themselves. What type of example they are putting forward to their constituents is unknown? What justice they would deliver if the constituents are in dispute is known to GOD only? These regulators are not discharging the basic function for which they have been created. How & what service they would provide a common man is also unknown?

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