Colgate-Palmolive (India) has launched a new campaign under its Colgate Total brand, urging consumers to take proactive steps towards better oral care.
The campaign comes in response to a recent Colgate study, which revealed that nearly half of Indians suffer from dental issues, often leading to unconscious changes in eating habits.
The latest TV commercial for Colgate Total toothpaste puts the spotlight on the advanced science behind the product, showcasing how it offers comprehensive protection against common cosmetic oral health issues like bad breath, tooth discoloration, and cavities. The campaign emphasizes that with Colgate Total, consumers can enjoy their favorite foods without making compromises.
Developed by Team WPP @ CP, the campaign highlights Colgate Total’s unique Dual Zinc + Arginine (DZA) technology. This patented formula tackles the root causes of dental problems, ensuring complete protection. The TVC features a protagonist who guides viewers through various scenarios set in a trendy café. In these scenes, individuals are shown making subtle adjustments to how they eat and drink—such as biting into an apple from only one side, gingerly nibbling on a carrot, or waiting for their tea to cool—unconsciously adapting to avoid dental discomfort. The protagonist then explains how Colgate Total’s DZA technology can help prevent these issues, allowing people to eat confidently and without hesitation.
Gunjit Jain, Executive Vice President of Marketing at Colgate-Palmolive (India), commented on the campaign, stating, “Oral health is something many of us take for granted, not realizing that even small dental issues can significantly impact our daily lives. Our study showed that millions of Indians are subtly altering their eating habits to cope with dental problems, often without even being aware of it. With Colgate Total, we aim to prevent these compromises. Our advanced toothpaste offers complete protection, helping people maintain their oral health and enjoy their food without worry. That’s the core message of our new campaign—don’t let dental issues dictate how you eat; instead, make the switch to Colgate Total.”
The campaign’s creative execution was led by WPP @ CP, with a focus on making the portrayed behaviors relatable yet engaging. To add a touch of creativity, the campaign incorporates rhythm and rhyme, thanks to the collaboration with Vishwesh Krishnamoorthy from Corcoise Films. The result is a memorable and thought-provoking campaign that leaves viewers with something to ponder about their own oral care habits.
Colgate Total’s latest campaign serves as a powerful reminder that proactive oral care is essential for maintaining a healthy and confident smile. By choosing Colgate Total, consumers can protect themselves from dental issues and continue enjoying their favorite foods without compromise.
