Allu Arjun, Pradeep Sarkar collaborate for music video

Telugu star Allu Arjun and "Mardaani" director Pradeep Sarkar have come together for a music video called "Taazgi ka dhamaka" for a toothpaste brand Colgate MaxFresh. The track has been conceptualised keeping in mind the target audience's love for music and dance.

Singer Anushka Manchanda has lent her voice for the song.

"The brand is all about energising freshness. This year, I had an interesting time as a brand ambassador for Colgate MaxFresh. The music video is something unique for the brand, where I had fun shooting with Anushka and exceptional filmmaker Pradeep," Arjun said in a statement.

The video is vibrant and fresh, featuring a mix of catchy Marathi, Hindi and Telugu lyrics with two-state wedding as a set up.

On directing the video, Sarkar said: "The music first featured in a TVC with a similar backdrop and the music in it was an instant hit among the consumers. So, we decided to extend it into an entire music video. Arjun delivers a visual treat with his dancing, while Anushka lends her powerful vocals".

Colgate has also launched a consumer engagement contest called "Show Me Your MaxFresh Move", which invites the youth to participate, showcase their fresh dance moves with a Colgate MaxFresh pack and stand a chance to win a high-end tablet every day.