Colgate-Palmolive India Teams Up with K-Pop Star IU for Visible White Purple Launch

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India has signed Korean icon IU (Lee Ji-eun) as the brand ambassador for its Visible White Purple toothpaste — the first time a major Korean celebrity is promoting oral care in India. The August 8 campaign spans digital, TV, and social media, with IU revealing the product as her secret to a dazzling white smile. Using purple optic brighteners, it color-corrects yellow tones for visibly whiter teeth. EVP Marketing Gunjit Jain noted that K-culture — from K-dramas to K-beauty — is now mainstream in India. The product is available via quick commerce, e-commerce, and leading retail outlets.