Mumbai: Colgate-Palmolive (India) Limited, the country’s leading oral care brand, has launched its transformative Oral Health Movement, a nationwide initiative aimed at revolutionizing the way Indians approach oral health. Powered by advanced AI technology, this innovative program seeks to bridge the gap between awareness and accessibility of oral healthcare across India, encouraging individuals to prioritize their oral hygiene and take charge of their dental well-being.
With an alarming 90% of Indians suffering from oral health issues* and only 9% of urban Indians visiting a dentist annually, Colgate’s latest initiative is a direct response to these concerning statistics. A comprehensive 2023 pan-India study conducted by Colgate and Kantar revealed a significant disconnect between the awareness of oral health issues and the proactive steps people take to address them. Colgate aims to address this gap by making oral health accessible, informative, and actionable for millions across the country.
At the heart of the Oral Health Movement is an AI-powered dental screening tool developed in partnership with Logy.AI. The tool offers users the ability to conduct a free dental screening by simply answering a few questions and submitting three pictures of their mouth. Within moments, users receive an AI-generated dental health report. Following the screening, participants are given the option to schedule a free consultation with a dentist at their preferred location, thanks to a strategic collaboration with the Indian Dental Association (IDA) and their network of over 50,000 dentists across India.
Speaking on the Movement, Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited, said “While 90% of Indians have an oral health issue, only 9% visit a dentist. Most people are not aware of the issue and realize it only when it deteriorates into a painful problem. At Colgate, we believe that it’s our responsibility to help elevate India’s oral health awareness and access. With the Oral Health Movement, we’re unlocking this by placing a free, WhatsApp-based, AI-enabled, dental screening tool in the hands of millions of Indians. People can now take charge of their oral health by getting more knowledgeable and proactive. Our new campaign uses engaging content across an omni-channel and performance-driven media stack to encourage people to adopt this tool.”
Colgate’s Oral Health Movement is an omni-channel initiative designed to reach millions of Indians. The campaign, which began on November 15, will be rolled out across television, digital platforms like Google, Facebook, Instagram, and YouTube, as well as in retail stores, housing societies, bus stations, and corporate offices nationwide. Influencer partnerships will further amplify the movement and drive participation.
The campaign, developed by Ogilvy, features a series of films showcasing everyday Indians engaging in sophisticated conversations about dental health. The films depict relatable scenarios in which characters, armed with newfound dental knowledge, humorously struggle with common, everyday tasks. In one film, a father and daughter discuss complex dental terminology, while in another, office colleagues compliment each other on their dental features using expert language, all while struggling with tasks like hair-braiding and rangoli-making.
Juneston Mathana, Executive Creative Director at Ogilvy, commented, “One truly becomes an expert at something when one has expert knowledge of it. Colgate’s free AI-enabled dental screening aims to democratize expert dental knowledge. Our films showcase the contrast between the newfound expertise of the characters and their everyday challenges, capturing the irony in the most engaging way.”
Both films end with a call to action, urging viewers to join the Oral Health Movement by scanning a QR code, uploading images of their mouth, and receiving their free AI-generated dental screening report via WhatsApp.
The Oral Health Movement underscores Colgate’s commitment to improving oral health across India by empowering consumers with the tools and knowledge to make informed decisions about their dental care. With a rapidly growing middle class, a youthful population, and a high number of children under the age of 14, Colgate recognizes the immense opportunity to impact the future of oral health in India, one of the world’s largest and most dynamic markets.
Watch the films:
Film 1:
Film 2:
AGENCY CREDITS:
WPP@CP – COLGATE ORAL HEALTH MOVEMENT
CCOs: Kainaz Karmakar & Harshad Rajadhyaksha
Creative: Juneston Mathana, Shiladitya Saha, Armaan Sunny, Punya Arora, Virendra Saigaonkar, Barun Rakshit, Gazal Jain
Account Management: Amarinder Butalia, Esha Datta, Faizan Shaikh, Bhumika Mandviya, Navin Kataria
Planning: Prajakta Powdwal, Srikeit Tadepalle, Pranav Sabhaney
Agency Producer: Divyang Pandya
CX: Rashmi Kochar, Nikhil Tuli, Nitin Sehdev, Amsaweni Kumar
Team Colgate: Gunjit Jain, Anagha Bhojane, Anaswar Rajagopal, Ankeeta Mishra, Ayushi Sanghvi, Priyam Kanchwala
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Abhishek Notani, Kush Malhotra
Wavemaker: Ajay Gupte, Shekhar Banerjee, Sairam Ranganathan, Harsh Desireddy, Debankur Kashyap, Kalpesh Thakkar, Sabera Kapasi, Darshita Singh , Nidhi Sota , Sagar Kulkarni, Mohil Diwakar, Radhikarani Sengupta, Amar Mohandas , Ameya Damle, Renuka Jamkhindikar , Tanmay Dev Sagar, Timsey Jhaveri, Abhishek Aggarwal, Krupa Sarup, Husain Kapadia, Ashok Bharadwaj
