Dental care major Colgate India has launched a campaign to urge Indians to brush their teeth before going to sleep.
The campaign film rides the insight that Indians love to finish their meal with a sweet, potentially causing cavities when they end up without brushing.
This is brought to life with a sweet-in-mouth message, showing a motley set of Indians in the evening ‘brushing’ their teeth with ice creams, sweets and all sorts of sweet dishes. From a mother putting an infant to sleep to guests at a party, to an entire family watching a cricket match, the one thing they have in common is their vigorously grinding the sweet dishes against their teeth.
The film ends in the washroom with the message that millions of Indians end their night with sugar, not toothpaste. It urges them to #BrushTonight and prevent cavities.
A shorter edit of the film is now live.
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