Anchor Oral Care Signs Jos Buttler — First International Sport Face for India Push
England’s white-ball star becomes Anchor Oral Care’s first international sportsperson in India — IPL familiarity is the bridge to younger families
Mumbai, September 2026: Oral-care brand Anchor Oral Care, from Anchor Consumer Products, has appointed England cricketer Jos Buttler as its brand ambassador in India — the label’s first collaboration with an international sportsperson in its home market, as it pushes awareness, engagement and distribution in a country where it has sold since 1997.
Buttler’s IPL years give Anchor a ready connect with Indian cricket audiences the brand wants to deepen among younger consumers and families. The multi-year deal also covers the UK, Nepal and the Middle East, extending a partnership already live in Britain. Anchor says it now sells across 30+ countries, with a 100% vegetarian toothpaste lineup (White, Gel, Herbal, Sensitive, Kids) plus toothbrushes.
“With a presence spanning over 30 countries, Anchor Oral Care continues to accelerate its reach. India is our home market and has always been important to us. As we strengthen our presence here, we wanted to partner with a personality who represents excellence, leadership and strong values. Jos Buttler’s remarkable journey and global stature make him an exceptional fit for Anchor Oral Care.” — Karan Shah, Director, Anchor Consumer Products
“Jos Buttler represents a rare combination of performance, confidence, composure and character — qualities that make him more than just a sporting icon. His personality gives us an opportunity to bring a fresh and contemporary dimension to Anchor Oral Care, while staying rooted in the values and trust the brand has built over the years.” — Kunal Shah, Creative Director, Anchor Consumer Products
“I am delighted to partner with Anchor Oral Care, a brand that stands for trust, quality and everyday confidence. These values strongly resonate with me. Oral care is an important part of personal well-being, and I am excited to support Anchors mission of encouraging healthy oral hygiene habits among consumers across India.” — Jos Buttler
Marketing Head Sandeep Abbhi framed the signing as a next-chapter play for a nearly three-decade family brand: Buttler’s mix of performance and consistency should help Anchor stretch toward a wider, younger audience without dropping the trust equity.
Marketing take
Heritage oral care usually leans on moms and dentists — Anchor’s bet is that an IPL-familiar white-ball captain can make “everyday confidence” feel like winning form, not just a bathroom shelf habit.
