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P&G Invokes Bollywood in Toothpaste Battle: Corporate India

Procter & Gamble Co. is betting on one of Bollywood’s most popular actors to help it break the dominance of Colgate Palmolive Co. and Hindustan Unilever Ltd., which together control 73 percent of India’s toothpaste market.

The world’s biggest maker of consumer products, which started selling its Oral-B Pro-health toothpaste in mainly urban centers in India in June, is using Hindi-movie actor Madhuri Dixit-Nene to endorse the brand. By enlisting mother-of-two Dixit-Nene, 46, P&G is targeting all age groups, said Harish Bijoor, who advises companies on brands.