Colgate-Palmolive, an Indian oral care brand, brings attention to the concept of ‘Teeth Nourishment’ with its new campaign for Colgate Strong Teeth toothpaste.
The latest campaign titled “Paste hi nahi, daanto ka poshan hai ye” (“It’s not just a toothpaste, it’s nourishment for your teeth”) reiterates the brand’s long-standing commitment to promoting oral health and hygiene in India by providing teeth nourishment.
Directed by filmmaker Amit Ravindernath Sharma and conceptualised by Team [email protected], the campaign tells the story of an adorable toothless grandmother (dadi) and her granddaughter, who she terms as ‘my cutting machine’.
The film shows the tiny granddaughter shredding a stub of sugarcane, ripping open a packet of candies and milk with just her strong teeth. Her dadi stands proudly next to her reaping benefits of her ‘cutting-machine’ granddaughter. The ad ends with the granddaughter shown happily brushing with Colgate Strong Teeth toothpaste.
With the latest campaign, the brand is building a new narrative in the category by spotlighting the importance of nourishment of teeth.
Commenting on the relaunch, Gunjit Jain, Vice President Marketing, Colgate-Palmolive India, said, “Be it eating your favourite snack lose Calcium from our teeth as they suffer wear and tear daily. With our new campaign “ Paste Hi Nahi, Daanton Ka Poshan Hai Ye”, we aim to spotlight the need for nourishment of teeth and how Colgate Strong Teeth , with its unique technology of Arginine + Calcium Boost, is an excellent toothpaste to nourish your teeth and hence make them 2X stronger. Our dadi in the film has amazingly portrayed that importance, leaving us with the message that everyone needs to strengthen their teeth, aiming to become the ‘cutting machine.”
Harshad Rajadhyaksha and Kainaz Karmakar, [email protected], talked about the film, “The story of a toothless granny vouching for a toothpaste, is bound to catch attention. The film delivers on functionality and fun. Humour is such a strong tool to drive home hardcore messages that stay with the consumers. Add to that the superb casting and direction by Amit Sharma. Colgate is an iconic brand with the best benefits in its category. The trick is in picking the strongest benefit and communicating it memorably.”
Watch the film here:
