New Closeup with improved formula is India's No. 1 Gel Toothpaste basis Volume Share MAT May'22, Kantar Experience burst of 3x Freshness** which gives you the confidence to come close (**Clinically proves 3x fresh breath vs ordinary toothpaste without anti-germ zinc actives over 4 Wks of regular use) Upto 12 hrs fresh breath# & new formula which gives 28% better cleaning for whiter* teeth (*based on scientific study vs ordinary gel toothpaste, 2019) (# Anti-Germ mouthwash which fights upto 99% germs in mouth*** (***based on clinical study, 2011) Upto 10x Cooling sensation* (*vs toothpaste without proprietary cooling technology) Helps fight 5 oral care problems - Freshens breath, reduces teeth stains, whitens teeth, removes plaque build up, fights cavity