Mumbai: Colgate-Palmolive (India) Limited, the market leader in oral care, has unveiled its latest campaign “CAVITY-PROOF” under the Colgate Strong Teeth brand. The campaign highlights the enduring confidence that Indian mothers place in Colgate Strong Teeth, even as modern dietary habits like frequent junk food intake increase the risk of cavities in children.
Colgate Strong Teeth is powered by its clinically proven advanced Arginine + Calcium Boost Technology, developed with dual benefits: Arginine helps reduce demineralisation of teeth, while Calcium Boost accelerates remineralisation. Together, they provide 24-hour cavity protection with regular brushing twice daily.
The new campaign portrays a confident mother who effortlessly sees through her child’s attempt to fake a toothache to skip school. Her assurance comes from the trust she places in Colgate Strong Teeth to protect her child’s teeth, even when she is not around.
Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited, said, “Parenting is filled with moments of navigating around a child’s imagination. The new campaign on our flagship brand, Colgate Strong Teeth, illustrates this beautifully – while children often devise clever excuses to skip school, the excuse of cavity pain is one that discerning Colgate mums confidently dismiss. With Colgate Strong Teeth’s advanced Arginine + Calcium Boost technology, Colgate mums are fully confident that their kids are protected from cavities for 24-hours non-stop.”
Adding further, Juneston Mathana, Executive Creative Director, WPP@CP, said, “The film took us back to when we were children looking for any excuse to bunk school. Toothache was on top of my list. So seeing the child actor express his cavity pain so cutely brought back fond memories. Kudos to Hemant, our Director for giving us such a memorable film.”
Credit Note
CCOs: Kainaz Karmakar & Harshad Rajadhyaksha
ECD: Juneston Mathana
Creative Team: Shiladitya Saha, Virendra Saigaonkar, Barun Rakshit, Gazal Jain
Account Management: Amarinder Butalia, Esha Datta, Faizan Shaikh, Sumeet Chhatri
Agency Producer: Divyang Pandya
CSO, India: Prem Narayan
Planning Team: Prajakta Powdwal, Nihar Pachpande
Team Colgate: Gunjit Jain, Ruchi Sethi, Anaswar Rajagopal, Anagha Bhojane, Rahul Yadav, Monica Sharma, Priyam Kanchwala
Production House: Chrome Pictures
Director: Hemant Bhandari
Producers: Daniel Amanna, Kush Malhotra
DOP: Amit Roy
