Anchor Oral Care Signs Jos Buttler As Its First International Ambassador
Anchor Oral Care has appointed Jos Buttler as its brand ambassador in India, the first time the oral care brand from Anchor Consumer Products has worked with an international sportsperson.
- Ambassador: Jos Buttler, England cricketer, World Cup winning captain and the highest run scorer in T20 cricket
- Market: India, the brand's country of origin and one of its strongest markets
- First: Anchor Oral Care's first collaboration with an international sportsperson
- Footprint: Anchor Oral Care has a presence spanning over 30 countries
- Brand age: trusted by Indian families for nearly three decades
Why Anchor Oral Care Chose An England Cricketer
Because of where Indian audiences already know him from. Buttler has built a strong connection with viewers in India through years of IPL performances, which is what makes an England player a workable ambassador for a family oral care brand in its home market rather than an obvious mismatch.
Karan Shah, director at Anchor Consumer Products, put the choice on values rather than reach. "India is our home market, and it's always been an important market for Anchor, and as we continue to strengthen our presence here, we wanted to partner with a personality who represents excellence, leadership, and strong values," he said, calling Buttler's journey and global stature an exceptional fit.
What The Brand Wants The Association To Do
Creative director Kunal Shah described Buttler as a combination of performance, confidence, composure and character, and said the appeal creatively is the chance to bring a fresh and contemporary dimension to the brand while staying rooted in the trust it has built. Marketing head Sandeep Abbhi framed the target more plainly: reaching a wider and younger audience while continuing to strengthen the brand's position in India.
Asit Roy, senior vice president for sales, tied it back to distribution, noting that Buttler's connection with Indian cricket audiences through the IPL makes the association useful for building presence across the country. Buttler's own comment stayed on category ground. "Oral care is an important part of personal well-being, and I am excited to support Anchor's mission of encouraging healthy oral hygiene habits among consumers, across India," he said. The announcement comes as the brand pushes on awareness, consumer engagement and expansion across markets and channels. More brand news.