Colgate-Palmolive (India) Limited has launched a thought-provoking campaign under its Colgate Total brand, developed by the WPP @ CP team, urging consumers to prioritise proactive oral care.
According to a recent Colgate study, almost one in two Indians claim to have a dental problem, which has led people to change their eating habits without even realizing it. In its latest TVC for Colgate Total toothpaste, the company highlights the superior science behind the product. It ensures complete protection against cosmetic oral health problems like bad breath, yellowing of teeth and cavities, etc., thus preventing consumers from having to compromise on their diet.
The campaign focuses on Colgate Total’s unique patented DZA (Dual Zinc + Arginine) technology, which addresses the root causes of dental problems. In the TVC, the protagonist takes the viewer through several situations in an upscale cafeteria where some individuals compromise on their eating and drinking habits without realizing it. Here, he shows several individuals changing their eating habits – such as biting an apple from one side, carefully nibbling a carrot, or letting their tea cool down, all to avoid toothache. The protagonist then talks about the unique patented DZA technology that powers Colgate Total and ensures comprehensive protection against cosmetic oral health problems.
Gunjit Jain, Executive Vice President Marketing, Colgate-Palmolive (India) Limited, said, “Many of us do not feel that our oral health is at risk because we rarely see people like us with dental problems. But millions of Indians around us are unknowingly showing visible signs of dental problems. Some have started eating on a preferred side of the mouth, others prefer slicing an apple rather than biting into a full one, still others wait for their hot chai to cool down a bit before sipping, and so on. This has happened to members of our family, our friends or our colleagues. We can prevent this by simply switching to Colgate Total, our advanced toothpaste that offers complete protection. That’s what our new campaign is all about – before dental problems change your eating habits, switch to Colgate Total.”
Juneston Mathana, Executive Creative Director at WPP @ CP, added: “The thing about ‘identifiable behaviour’ is that you have to show it in the most identifiable way possible. But that alone can get boring too. So with our partner Vishwesh Krishnamoorthy from Corcoise Films, we introduced a bit of rhythm and rhyme to make people aware of the unconscious compromises that others are making out there. The result gave people something to think about.
Credits
CCOs: Kainaz Karmakar and Harshad Rajadhyaksha
Creative Team: Juneston Mathana, Shiladitya Saha, Virendra Saigaonkar, Vishal Goswami
Account Management: Esha Datta, Shikha Seth, Manmohan Nandrajog
Agency Producer: Divyang Pandya
Team Colgate: Prabha Narasimhan, Gunjit Jain, Anaswar Rajagopal, Ajinkya Deshpande
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy
Producer: Bhavin Gajaria
