MUMBAI: Red Fuse Communications, WPP’s full-service integrated global agency has designed and implemented an engaging digital campaign for Colgate visible white. Through this campaign, titled ‘visibly white selfie’, the brand aims at communicating that white teeth can enhance one’s smile and hence one’s selfie.

Red Fuse Communications CEO Shubha George said, “We realised that consumers spend a great deal of time on their looks but not on their teeth. Often a beautiful picture with a charming smile is marred by discolored teeth. We wanted to communicate that it is important to make sure that one’s teeth also look their best to complete the beauty regimen.”

Through this campaign the agency will engage with audiences on digital platforms to emphasise how Colgate visible white enhances their selfie, by making their teeth one shade whiter in one week.

The campaign will pose the question ‘Your selfie is incomplete without a picture perfect smile. Are you ready for your best selfie?” across different platform.

In response to this question, users are encouraged to click selfies and upload their best pictures on Colgate India’s Facebook page or through the mobile app. The perfect selfie uploaded will be autographed by Sonam Kapoor. The campaign will conclude on 30th June, 2014