Mumbai: SALT Oral Care launches The Clean-Up Job, a stylised short film that’s turning heads and toothbrushes. Forget bubbly commercials and sparkling smiles; this is oral care with an edge.
Directed by Abhishek Sharma and visually led by photographer Sasha Jairam, The Clean-Up Job is a moody, noir-inspired film that transforms the simple act of brushing your teeth into a visceral, cinematic experience.
Set in a cold, sterile bathroom, the story opens with a forgotten man, lifeless, surrounded by decay and expired products.
Enter The Cleaner (played by SALT co-founder Karan Raj Kohli): no words, just a razor-sharp silhouette and surgical precision. Armed only with the essentials: The SALT Toothbrush, Oral Serum, and Mouth Spray; he begins a ritual cleanse.
As he works in silence, the subject (played by co-founder Viraj Kapur) begins to transform. Breath returns. Focus sharpens. And when the mirror fogs, a single word emerges: SALT.
The rebirth is complete.Clean isn’t cute anymore. Clean is cinematic.
