Mumbai, 24 June 2025: Salt Oral Care hosted an exclusive screening of The Clean-Up Job, a genre-defying short film that reimagines the act of brushing as something far more stylised, intentional and cinematic. Held at Late Checkout, Lower Parel, the invite-only event brought together tastemakers, creators, and culture-forward insiders for a night of noir, nostalgia, and immaculate oral care.
The evening was hosted by co-founders Karan Raj Kohli and Viraj Kapur, who also starred in the film. Dressed true to the film’s noir aesthetic, they walked guests through the philosophy behind Salt and the intention that shaped the cinematic narrative.
“Oral care has been stuck in a pastel-coloured, plastic mould for far too long,” said Karan Raj Kohli, Co-Founder, Salt Oral Care. “We created The Clean-Up Job to challenge that- by giving oral rituals the design, depth and drama they deserve.”
“With Salt, we’re reclaiming a forgotten moment,” added Viraj Kapur, Co-Founder. “It’s not just about brushing, it’s about becoming. This film, and this evening, were about showing how a small act can transform you, if done with intention.”
The event experience was carefully curated to reflect the cinematic intensity and ritualistic storytelling of the film. Guests explored an interactive space featuring a noir-inspired photobooth, product customisation counters where they could personalise Salt bamboo toothbrushes and scented candles, and sensorial try-out zones for the brand’s mouth spray and teeth whitening pen. Signature cocktails crafted to mirror Salt’s mouthwash flavour notes and ice creams inspired by the brand’s toothpastes, added a playful, palate-driven twist to the night, while salted popcorn brought in a cheeky nod to both the cinema and the brand’s name. The screening itself served as the emotional and visual high point of the evening, drawing the audience into Salt’s sharp, stylised universe.
Every element of the evening brought alive Salt’s vision of transforming everyday rituals into moments of presence and design. The event was more than a launch, it was a full-sensory experience that redefined what oral care can look, feel, and taste like.
In many ways, The Clean-Up Job marks a new wave in brand marketing, one where products are no longer just sold, but deeply storied. Salt’s approach reflects a shift from transactional messaging to immersive storytelling, where lifestyle, culture, and design converge to create emotional resonance. It’s not just about what the brand makes, but the world it builds around it.
