Colgate-Palmolive (India) Limited introduces the enhanced Colgate Active Salt, a leader in oral care, with an upgraded formula addressing oral issues from the start.
Since 2005, Colgate Active Salt, India’s top brand in Tamil Nadu, has innovatively used salt-based oral care traditions to tackle early oral issues. The new formula enhances this legacy, offering an improved solution for preventing oral problems effectively.
Speaking on the launch, Ayan Guha, Senior Marketing Manager at Colgate-Palmolive India, said, “By unveiling the upgraded Colgate Active Salt, we celebrate the timeless wisdom ingrained in the power of salt, enhanced by Colgate’s science-led approach. Supported by a new campaign, we continue the journey of dramatic Colgate Active Salt advertising that has made the brand iconic over two decades.”
Juneston Mathana, Executive Creative Director at WPP@CP, added, “Whoever says they don’t fear the consequences of dental pain is clearly lying. We’ve all felt it, we’ve all feared it. It’s a pain that sends shivers down the spines of the most powerful people out there. This idea got our director, Harshik Suraiya, excited because it exposes our vulnerabilities in a relatable and light-hearted way.”
The ad film highlights the need for proactive oral care. A victorious politician’s celebration is interrupted by a sudden toothache. The story emphasizes that oral pain can strike unexpectedly, but Colgate Active Salt provides relief from pain and fear.
Watch the ad film here – Hindi
Credits
WPP@CP – COLGATE ACTIVE SALT
CCOs: Kainaz Karmakar & Harshad Rajadhyaksha
ECD: Juneston Mathana
Creative Team: Virendra Saigaonkar, Shiladitya Saha, Barun Rakshit
Account Management: Esha Datta, Shikha Seth, Manmohan Nandrajog
Films (Agency Producer): Divyang Pandya
Team Colgate: Gunjit Jain, Priyanka Khaneja Gandhi, Ayan Guha, Priyam Kanchwala, Arjun Phookan
Production House: Vanilla Films
Director: Harshik Suraiya
Associate Director: Chintan Pandav
Producer: Vinit Bhatt
