Mumbai, 23 June 2025: 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.
THE STARS OF THE FILM
- The SALT Toothbrush – Sleek, ergonomic, and built for a grip that means business.
- The SALT Oral Serum – A power-packed formula that nourishes gums and reboots your oral biome like skincare, but for your mouth.
- The SALT Mouth Spray – A clean, compact breath refresh with zero harsh aftertaste. Instant confidence, one spray away.
“Oral care has been trapped in a plastic bubble for too long,” says Karan Raj Kohli, Co-Founder. “We wanted to give it back its edge. The Clean-Up Job is about precision, presence, and reclaiming a moment that’s usually rushed.”
“It’s not about brushing—it’s about becoming,” adds Viraj Kapur, Co-Founder. “This film captures our entire philosophy: ritual, intention, and transformation. It’s soft, sharp, and just a little bit subversive.”
SALT is redefining what oral care can look and feel like moving away from generic packaging and harsh chemicals, and instead focusing on clean, food-grade ingredients and skincare-inspired formats. The brand’s visual language is rooted in minimalism and intention, and its products are designed to make you feel something. From heavyweight mouthwash bottles to sleek toothbrushes, SALT elevates the everyday into something almost ceremonial.
With The Clean-Up Job, SALT sends a clear message: oral hygiene isn’t just maintenance, it’s transformation. The film is a visual metaphor for reclaiming forgotten rituals and showing how a small daily act, when done with presence and design, can feel powerful.
Watch the film: https://www.instagram.com/p/DLJwgCLSs3_/
Shop the collection: https://saltoralcare.com/
