Mumbai: Colgate’s latest campaign, ‘Indianis Dentris’, did just that—by turning an everyday object into an unexpected revelation.
For five days, visitors at Mumbai’s Botanical Garden and Zoo were captivated by a supposed new species of flower—Indianis Dentris—its intricate details showcased through stunning macro photography. Social media erupted with curiosity, as theories swirled about the mysterious bloom’s origins.
Then came the big reveal—the delicate “flower” wasn’t a flower at all. It was an overused toothbrush, the kind millions of Indians unknowingly hold onto for far too long.
By transforming the ordinary into the extraordinary, Colgate exposed a critical oral health issue—nearly 1 in 2 Indians continue using old toothbrushes well past their expiration, increasing their risk of cavities, gum disease, and other oral health concerns.
Juneston Mathana, Executive Creative Director at Ogilvy, India, shared, “We were glad to see social media explode with reactions—shock, awe, self-reflection.”
Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited, added, “The realization that millions of people were unknowingly risking their health with old toothbrushes wasn’t just a message—it became a provocation that stayed with our audiences.”
Explaining the creative approach, Mathana further noted, “We wanted to engineer discovery. Instead of preaching, we designed an experience that made people confront their own habits.”
More than just an awareness campaign, Indianis Dentris turned into a wake-up call, proving that the most powerful marketing doesn’t just tell—it makes you feel.
