Pepsodent has come out with a new campaign taking the war into the Colgate's main positioning platform. The new campaign has done away with the famed "Dishum Dishum" campaign and is talking to customers in a more rational platform. The Brand is positioned on its capability to fight 10 gum/teeth problem directl y comparing with its arch rival Colgate. The new campaign is using two smart boys betting on the efficacy of their respective toothpastes. Colgate has been in an aggressive mode recently with a slew of new variants and new campaigns. Pepsodent has carved out a niche in this highly competitive market with their "DishumDishum" campaign.The new direct comparison ad is set to make the marketing war hot.