Mumbai : Colgate-Palmolive (India) Limited, the market leader in Oral Care, launched a new TVC featuring cricketer MS Dhoni, along with wife Sakshi Dhoni, as part of Colgate Strong Teeth’s ‘Andar Se Strong’ campaign, which emphasizes that Colgate Strong Teeth toothpaste adds natural calcium to one’s teeth, thereby making the teeth strong from within.
In his characteristic calm style, the sports supernova – while sharing the screen space with his wife – talked about his inner strength that helped him in both his personal and professional journey. Speaking about getting through tough times and making demanding decisions, Dhoni recalled the time his daughter Ziva was born – while he led the Indian team during the World Cup. The couple talks about how it was an extremely hard choice that Dhoni made to stay with the team and focus on the challenge at hand — a display of his inner strength.
Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited said, “The ‘Colgate Andar Se Strong’ campaign further reinforces our commitment to providing the most advanced oral care solutions to meet the everyday needs of Indian consumers. MS Dhoni is an exemplary personality and we are proud of his association with Colgate. We launched the ‘Colgate Andar Se Strong’ campaign on our flagship brand Colgate Strong Teeth, with Deepika Padukone and MS Dhoni as the ambassadors, who speak of how their smile reflects their inner strength…and how it helps them go forth in challenging times.
As a brand, Colgate Strong Teeth toothpaste adds natural calcium to one’s teeth, making the teeth strong not just from the outside but also from within.”
The ‘Andar Se Strong’ campaign was launched in November 2018 with a tvc featuring actress Deepika Padukone, along with her mother. By accentuating the significance of inner strength and its reflection in the form of a smile, the brand conveys how Colgate Strong Teeth guards one’s smile by adding natural calcium to the teeth, making them Andar Se Strong.
The campaign is being supported by a 360-degree marketing campaign across multiple touch points.
Sanjay Sipahimalani, Creative Director, RedFuse Communication says,“Our ‘Andar Se Strong’ campaign highlights the role that your inner strength plays in helping you face tough situations with a smile. In this spot, Dhoni speaks from his heart to show how inner strength enabled him to choose responsibility over personal happiness during the 2015 World Cup.”
Creative Agency: Redfuse Communications
Creative Director: Sanjay Sipahimalani
Production House: Cutawayy films
Director: Arunima Sharma
Languages: Hindi, Tamil, Punjabi, Marathi, Bengali, Telugu, Kannada, Malayalam, Oriya, Bhojpuri, Assamese, Gujarati
Duration: 30 seconds