Mumbai: Colgate-Palmolive (India) Ltd has launched a campaign for Colgate Total that encourages consumers to focus on proactive oral care. A recent Colgate study found that nearly half of Indians report dental problems, leading them to change their eating habits unconsciously. The new TVC for Colgate Total toothpaste highlights the product's advanced science, which offers protection against issues like bad breath, yellowing teeth, and cavities, helping consumers maintain their eating habits without compromise.
Conceptualised by team WPP@CP, the campaign showcases Colgate Total's patented DZA (Dual Zinc + Arginine) technology that addresses the root causes of dental problems. The TVC features a protagonist demonstrating various situations in a café where people alter their eating habits to avoid dental pain. The protagonist then explains how Colgate Total’s DZA technology provides complete protection from these oral health issues.
Speaking about this newest campaign, Colgate-Palmolive (India) Ltd executive vice president, marketing Gunjit Jain said, “Many of us do not feel that our oral health is at risk because we seldom see people like us having dental problems. But millions of Indians around us are unconsciously demonstrating visual signs of dental problems. Some have started eating from a preferred side of the mouth, some would rather cut an apple into slices than bite into one that’s full, some wait for their hot chai to cool a bit before they sip and so on. This has happened to members in our family, our friends or our colleagues. We can prevent this from happening to us simply by switching to Colgate Total, our advanced toothpaste that provides total protection. This is what our new campaign is all about - before dental problems change the way you eat, change to Colgate Total.”
WPP@CP executive creative director Juneston Mathana, while speaking about the campaign quoted, “The thing about ‘relatable behaviour’ is that you have to show it in the most relatable way. But just that could also get boring. So we introduced a little rhythm & rhyme with our partner-in-crime – Vishwesh Krishnamoorthy from Corcoise Films to make people aware of the subconscious compromises others are making out there. The result left people with something to chew on.”
Disclaimer at the end of the note: Total protection refers to common oral cosmetic problems like bad odor, yellowness of teeth, cavities, etc.
