Closeup

INDIA

NEVER ENDING DATE

Gen Z doesn’t just want superficial connections, they want moments that feel real, spontaneous, and unending. With Zinc Fresh Technology giving 18 hours of fresh breath, Closeup spoke their language - freshness, closeness, and chemistry, all wrapped in a story that feels young, playful, and unmistakably Gen Z.

THE FORBIDDEN CLOSEUP LICK

Indians have been secretly tasting their toothpaste for years. So we decided to stop treating it like a secret.

When Gen Z creator Ankush Bahuguna publicly took a lick of Closeup, the internet went into a frenzy. We turned that moment into #CloseupFlavourBomb, getting creators and celebrity chef Sanjyot to transform Closeup’s iconic minty zing into actual food. From Icy Golas and Crush Cakes to Chill Bombs and Chewy Gummies.

What started as one outrageous lick became a creator-led flavour movement, spilling from social feeds onto India’s streets and menus.

PAAS AAO NA...

The best moments of chemistry are rarely planned. They just happen. A look, a spark, a little “paas aao na” moment. And when they do, there’s no time to wonder if your breath is ready too.

Closeup’s 18-hour fresh breath gives you the confidence to follow the chemistry, wherever it shows up.