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Colgate India launches new campaign - Smile Karo Aur Shuru Ho Jaao!

Colgate-Palmolive (India) Limited, the market leader in Oral Care in the country, introduced its new brand expression ‘Smile Karo Aur Shuru Ho Jaao’ (Smile, and Get Started), in line with its brand purpose of ‘Everyone Deserves a Future To Smile About.’ The Smile Karo Aur Shuru Ho Jaao campaign will be introduced through two new TVCs that will break on TV tonight during IPL.

Commenting on the new campaign, Mr. Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited said, “At Colgate, we believe that everyone deserves a future to smile about. A smile is symbolic of hope, courage, confidence, and optimism - and those are exactly the sentiments we want to inspire among our consumers by encouraging them to Smile Karo Aur Shuru Ho Jaao. Wear your healthy and confident smile and face the world with optimism, and be assured that your smile is protected and cared for by Colgate, always.”

The Colgate Smile Karo Aur Shuru Ho Jaao campaign exemplifies real life moments where optimism, expressed with a smile, helps one go forth in the face of challenging moments in personal and professional life. Two sensitively nuanced TVCs bring alive the message. For instance, in one of the TVCs, we see a slightly-nervous young woman overcoming her doubts with a smile as she takes over the mantle of CEO from her father, while the second TVC shows a woman, unsure at first whether she’d make a good mother, dons a smile of confidence and conviction bracing herself for parenthood as she adopts a girl.

Created by Red Fuse Communications and produced by Equinox Films, the two TVCs are meant to encourage people to get started with a smile. Sanjay Sipahimalani, Creative Director, RedFuse Communication, said “Smile Karo Aur Shuru Ho Jaao is a simple yet powerful message. In a world full of changes and opportunities, we believe an optimistic outlook can go a long way in fulfilling your aspirations... and we hope to inspire this optimism, everyday in everyone by reminding them to Smile Karo Aur Shuru Ho Jaao.”

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