Colgate-Palmolive (India) has rolled out its latest initiative under the Colgate Strong Teeth brand, titled ‘#TheDailyGrind’, focusing on the growing concern of frequent snacking and its impact on oral health.
As the snacking culture in India rises, so does the risk to teeth health, with more and more people consuming food and drinks throughout the day. The campaign seeks to raise awareness about the harmful effects of constant snacking, which can lead to weakened teeth due to calcium loss.
A recent study provides insight into this growing trend, revealing that 44% of Indians are snacking or drinking something at any given hour. This habit is not restricted to urban settings where people constantly indulge in quick snacks between meals but also extends to rural regions where tea breaks and small snacks have become a regular part of the daily routine.
The campaign visually emphasizes how frequent eating throughout the day leads to calcium loss from teeth, resulting in a weakening of dental structure. Calcium plays a crucial role in maintaining healthy teeth, but constant snacking accelerates a process known as demineralization, where the enamel loses essential minerals like calcium. Without replenishing these lost minerals, the teeth become vulnerable to cavities and other oral health issues.
To combat this, Colgate Strong Teeth offers a scientifically proven solution. The toothpaste is formulated with Arginine + Calcium Boost technology, a combination designed to replenish lost calcium and strengthen teeth. This technology not only restores essential minerals but also makes teeth 2X stronger than they would be without it, providing a much-needed defense against the effects of frequent snacking.
‘#TheDailyGrind’ campaign features two relatable films that showcase the everyday routines of two fathers—one living in an urban setting and the other in a rural environment. Despite their different lifestyles, one thing is constant: they are frequently offered food and drinks throughout their day. As they indulge in these snacks, their sons notice the constant eating and become concerned about the toll it’s taking on their fathers’ teeth.
Through their growing concern, the sons introduce Colgate Strong Teeth to their fathers as the ultimate solution to protect against calcium loss. The message is clear: frequent snacking leads to a higher risk of weakened teeth, but with the help of Colgate Strong Teeth, you can restore lost calcium and maintain strong, healthy teeth.
With the festive season approaching, frequent snacking is likely to increase even more, making oral health a pressing concern for many families. According to Gunjit Jain, Executive VP of Marketing at Colgate-Palmolive (India), 8 out of 10 Indians suffer from cavities, but only 1 out of 10 are aware of it. The rise in snacking habits only worsens the situation as teeth undergo demineralization due to frequent exposure to food and drink.
Jain emphasizes that brushing with Colgate Strong Teeth can help counteract this, as the toothpaste’s unique formula replenishes calcium and strengthens teeth, ensuring you can enjoy your favorite treats without worrying about cavities or weakened teeth. This message is particularly relevant as snacking habits are expected to spike during festivals and celebrations.
The creative minds behind the campaign, Harshad & Kainaz from Ogilvy India, explain that the goal was to highlight how people are unknowingly overusing their teeth due to frequent snacking, which is a reflection of modern-day life rather than gluttony. The campaign’s film brings this insight to life through the eyes of a son observing his father’s constant eating, set to an upbeat and catchy tune.
Directed by Amit Sharma from Chrome Films, the campaign balances an important oral health message with a fun and engaging narrative, making it both informative and relatable for a wide audience. The films have been rolled out across India in different versions, tailored to connect with diverse regional audiences.
The ‘#TheDailyGrind’ campaign by Colgate Strong Teeth isn’t just about promoting a product—it’s about starting a conversation around the everyday habits that impact oral health. By raising awareness about the link between frequent snacking and weakened teeth, the brand is encouraging Indians to take proactive steps to protect their teeth, ensuring that they can enjoy their favorite foods without compromising their oral health.
With its science-backed formula and engaging campaign, Colgate Strong Teeth offers a practical solution to a widespread issue, making it easier for people across the country to maintain strong, healthy teeth in the face of the growing snacking trend.
