Why is Ranveer Singh showing his teeth these days?

Mumbai: Bollywood's flamboyant youth icon Ranveer Singh has been signed on to endorse toothpaste brand Colgate MaxFresh, and he feels the qualities of the product match his aura.

Proud and happy to be a brand ambassador for Colgate MaxFresh, Ranveer said in a statement: "With its freshness and youthful energy, I feel the brand fits like a glove with my personality. I love the product, its taste and those cooling crystals which give me a burst of freshness every morning."

The "Band Baaja Baaraat" star will be seen showing his magnetism in a new TV commercial campaign that will be unveiled on Thursday. It is based on the premise of "infectious freshness" and crafted bearing in mind India's love for dance and music.

With his electric dance moves and Amit Trivedi's energising music, the commercial communicates the brand's "infectious freshness" message very effectively, said Ranveer, who has also shared his thoughts on the new association in a YouTube video.

The creative idea behind the new campaign was to bring to life MaxFresh's youthful infectious freshness, transforming dull moments into fun-filled, exciting experiences, Eric Jumbert, director, Marketing, Colgate-Palmolive (India) Limited, pointed out.

"That's why partnering with Ranveer Singh and Amit Trivedi on this campaign was an obvious choice and a terrific fit. We are absolutely delighted with the result - an entertaining and energetic commercial that stands out and engages like no other," Jumbert added.

Colgate MaxFresh is infused with cooling crystals to give you an Explosion of Freshness. It is available in fresh tingling flavors like Spicy Fresh, Peppermint Ice and Citrus Blast.