MUMBAI: Colgate-Palmolive (India) an oral care company has launched its latest campaign ‘#TheDailyGrind’ under the Colgate Strong Teeth brand. The campaign spotlights the rampant increase in snacking frequency across India which results in teeth weakening, impacting overall oral health. To put this into perspective, a recent study has revealed that 44% of Indians are eating or drinking something at any given hour of the day. This behaviour is common in urban populations with the increasing munching between meals, but also in rural with the constant tea and snack occasions throughout the day.
The campaign visually highlights the fact that frequent snacking everyday exacerbates the loss of calcium from our teeth. Colgate Strong Teeth’s science-backed formula which contains the unique Arginine + Calcium Boost technology is superior at replenishing the lost calcium thereby making our teeth 2X stronger2.
The campaign includes two films that trace a day in the life of two fathers, one in an urban and another in a rural setting respectively. They’re going about their normal routine, but food finds its way to them at constant intervals.
Observing the fathers’ actions, their sons get increasingly concerned and share how teeth lose calcium due to constant eating, introducing them to Colgate Strong Teeth as the ultimate solution to restore the lost calcium in their teeth for better oral health.
Gunjit Jain, executive VP marketing Colgate-Palmolive (India) said, “8 out of 10 Indians suffer from cavities, only 1 out of 10 realise that they do!3 The extent of the issue is alarming because we all end up eating food multiple times in a day. This leads to teeth losing calcium through a process known as demineralization. Frequent snacking will only increase during the upcoming festive season. Just the act of brushing teeth with Colgate Strong Teeth toothpaste can be a savior! Its unique Arginine and Calcium boost technology remineralizes teeth by restoring the lost calcium, making them 2X Stronger. Now we can enjoy our favorite foods, without the worry of developing cavities.”
Harshad & Kainaz from Ogilvy India said, “Colgate Strong Teeth explains itself by its name. Our job in communication is to bring that alive in different ways. This year, our insight is about how we end up using our teeth more than we should. How? By munching something or the other all day. This is not about being a foodie or a glutton. If you see the film you realise it is simply the way life is nowadays. Seen through the eyes of a son, the film and the accompanying song, tell the story of a man who ends up eating from morning to night. Credit to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Films for making this piece so much fun.”
The film has been rolled out in two versions across India and contextualised to resonate with diverse audiences.
