MUMBAI: Colgate-Palmolive's brand ambassador Saif Ali Khan features in a new campaign to promote the brands's new variant of the MaxFresh toothpaste - Colgate MaxFresh Citrus Blast.

The launch is being supported by an extensive 360 degree multi-media marketing programme, which includes a new commercial featuring Saif Ali Khan.

In addition to Television, radio and outdoor advertising, the Internet will also be leveraged to connect with consumers through a refreshed Colgate MaxFresh website -- www.maxfreshclub.com -- that will capture the look and feel of the new Citrus Blast flavour and will give surfers the opportunity to download games, ring tones and wallpapers.