Colgate-Palmolive (India) Limited launched its campaign with a whimsical take on goofups in the morning because you are still drowsy and not completely awake.
Anaswar Rajagopal, Director, Toothpaste (Family & Equity) Marketing, Colgate-Palmolive India, said, “It is a universal truth that you don’t feel like yourself if you are not fully awake. Consequently, during such moments, you find yourselves making silly mistakes like boarding an elevator without pressing the desired floor button, locking the house door only to realise that the car keys are left behind, or sending a long email and missing out on the attachment! Colgate MaxFresh understands you and gets you ready for a goof up free morning. The toothpaste ‘instantly’ wakes you up, with a burst of intense freshness, setting the tone for a vibrant start. With this ad film, we wanted to create exaggerations of possible slip ups to drive home the message that brushing with Maxfresh gives you a jolt of morning freshness that makes you alert and wakeful.”
The film unfolds with a groggy doctor walking in with a bed attached to his back. Due to his grogginess, he makes a lot of funny goof-ups, when the nurse comes to his aid by offering him Colgate Maxfresh which refreshes him, after which he is awake and ready.
Juneston Mathana, WPP@CP, said, “The last thing that needs to be a part of our morning routine is sleep. Sleepy mornings often end up becoming a recipe for goof-ups. We’ve all experienced it and probably also find it funny later. So, when the idea of a person carrying his bed like a backpack was floated around by Priyanka Patyal from my team, we all woke up from our creative slumber. Even Harshad and Kainaz knew we had cracked it for Colgate MaxFresh. The toothpaste with cooling crystals that kicks the sleep out of you. Directed by Ayappa, this one is pure functional and pure fun.”
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(Amended at 16.45 hrs on November 4, 2023 to remove the name of an agency credited incorrectly.)