Its formula, containing Salt and Neem, helps strengthen weakening gums as well as helps keep Pyorrhea away. Colgate has signed renowned Bollywood actress and former Miss World Priyanka Chopra as the brand ambassador.

95% of Indian adult population suffers from signs of gum problems. Pyorrhea is severe inflammation of the gums and tooth sockets, which often leads to loosening of teeth, discharge of pus or severe periodontitis.

Colgate Active Salt Neem is a “Made in India” innovation from Colgate, developed on strong belief in dental benefits of Neem as an anti-germ, anti-inflammatory, antiperiodontic, and antiseptic solution. Integrating the benefits of salt and neem, this new toothpaste offers an everyday solution to the serious and prevalent gum issues.

Also, the toothpaste contains a blend of essential oils – Eucalyptus, Lemon, Clove, Basil and Thymol – that offer various oral care benefits.

Eric Jumbert, Director, Marketing, Colgate-Palmolive (India) Limited said, “The launch of Colgate Active Salt Neem is an innovation rooted in the Indian insight of the Neem plant's therapeutic oral care properties. Combining traditional know-how with contemporary technology, this 'made in India' innovation is focused on addressing the issue of gum problems or pyorrhea - which according to the IDA is prevalent among as many as 9 adults out of 10.”

Commenting on Priyanka Chopra as the brand ambassador, he shared, “We are delighted to partner with Priyanka Chopra on this launch campaign, an inspiring personality and global superstar who embodies our brand values so well.”

Chopra said, “In today’s world, given the kind of lifestyle we all lead, taking care of all aspects of our health has become very important.  A critical part within that, which is often ignored, is oral care. That’s where Colgate steps in with its new ‘Active Salt’ toothpaste filled with the goodness of Neem.  With this new launch, they’ve made it simple and easy to take care of your teeth and gums.  It’s a winning combination of a trusted expert such as Colgate and natural, trusted ingredients such as Neem which make the Active Salt Neem toothpaste product the right choice for your everyday oral care needs.”

Colgate Active Salt Neem is available at retail stores across India in 100g pack priced at Rs. 50 and 200g pack priced at Rs. 90. It is also available in 30g pack priced at just Rs. 15. The launch is being supported by an integrated 360 degree marketing campaign encompassing TV, retail and on-ground activities.