Colgate-Palmolive (India) Limited has unveiled a compelling new campaign for Colgate Total, crafted by Team WPP @ CP, emphasizing the importance of proactive oral care.
A recent study by Colgate reveals that nearly 50% of Indians report dental issues, often leading them to adjust their eating habits unknowingly. The new TVC for Colgate Total toothpaste underscores the advanced science behind the product, offering comprehensive protection against common oral health issues like bad breath, tooth discoloration, and cavities. This ensures that consumers do not have to compromise on their eating habits.
The campaign highlights Colgate Total’s patented DZA (Dual Zinc + Arginine) technology, designed to address the root causes of dental problems. The TVC features a protagonist navigating an upscale cafeteria, observing various individuals altering their eating behaviors—such as biting an apple awkwardly or waiting for tea to cool—to avoid dental discomfort. The protagonist then introduces Colgate Total’s DZA technology, demonstrating how it provides complete protection and eliminates the need for such compromises.
Gunjit Jain, Executive Vice President of Marketing at Colgate-Palmolive (India) Limited, commented: “Oral health issues often go unnoticed because they are not always visible. Many of us change our eating habits without realizing it due to dental problems. Our new campaign highlights this issue and encourages consumers to switch to Colgate Total, which offers advanced protection and prevents such compromises.”
Juneston Mathana, Executive Creative Director at WPP @ CP, added: “We aimed to portray relatable behaviors in a fresh, engaging way. Collaborating with Vishwesh Krishnamoorthy from Corcoise Films, we infused rhythm and rhyme into the campaign to make the message resonate and leave a lasting impression.”
Credits
CCOs: Kainaz Karmakar & Harshad Rajadhyaksha
Creative Team: Juneston Mathana, Shiladitya Saha, Virendra Saigaonkar, Vishal Goswami
Account Management: Esha Datta, Shikha Seth, Manmohan Nandrajog
Agency Producer: Divyang Pandya
Team Colgate: Prabha Narasimhan, Gunjit Jain, Anaswar Rajagopal, Ajinkya Deshpande
Production House: Corcoise Films
Director: Vishwesh Krishnamoorthy
Producer: Bhavin Gajaria