Colgate-Palmolive promotes ‘Teeth Nourishment’ through its new campaign

Colgate-Palmolive (India) Limited, India's leading oral care brand, brings attention to the concept of ‘Teeth Nourishment’ with its new campaign for Colgate Strong Teeth toothpaste. The latest campaign - "Paste hi nahi, daanto ka poshan hai ye" ("It's not just a toothpaste, it's nourishment for your teeth") reiterates the brand’s long-standing commitment to promoting oral health and hygiene in India by providing teeth nourishment. 

Directed by the renowned filmmaker Amit Ravindernath Sharma and conceptualized by Team WPP@CP, the campaign tells the story of an adorable toothless grandmother (dadi) and her granddaughter, who she terms as ‘my cutting machine’. The film shows the tiny granddaughter shredding a stub of sugarcane, ripping open a packet of candies and milk with just her strong teeth. Her dadi stands proudly next to her reaping benefits of her ‘cutting-machine’ granddaughter. The ad ends with the granddaughter shown happily brushing with Colgate Strong Teeth toothpaste.

With the latest campaign  “ Paste hi Nahin , Daanton Ka Poshan hai yeh!” , the brand is building a completely new narrative in the category by spotlighting the importance of nourishment of teeth.

Commenting on the relaunch, Gunjit Jain, Vice President Marketing, Colgate-Palmolive India said, "Be it eating your favourite snack lose Calcium from our teeth as they suffer wear and tear daily. With our new campaign “ Paste Hi Nahi, Daanton Ka Poshan Hai Ye”,  we aim to spotlight the need for nourishment of teeth and how  Colgate Strong Teeth , with its unique technology of Arginine + Calcium Boost, is an excellent toothpaste to nourish your teeth and hence make them 2X stronger. Our dadi in the film has amazingly portrayed that importance, leaving us with the message that everyone needs to strengthen their teeth, aiming to become the ‘cutting machine.”

Colgate Strong Teeth toothpaste has a unique, naturally occurring amino acid called Arginine which along with fluoride enhances the process of deposition of natural calcium back onto the teeth thereby supporting remineralization and nourishing our teeth.

Harshad Rajadhyaksha and Kainaz Karmakar, WPP@CP, talked about the film, “The story of a toothless granny vouching for a toothpaste, is bound to catch attention. The film delivers on functionality and fun. Humour is such a strong tool to drive home hardcore messages that stay with the consumers. Add to that the superb casting and direction by Amit Sharma. Colgate is an iconic brand with the best benefits in its category. The trick is in picking the strongest benefit and communicating it memorably.”

Running nationally, the Colgate Strong Teeth toothpaste campaign will run across various mediums, including television, digital, and print media. In-store promotions, OOH and social media engagement activities will accompany it to build on the message of Nourishing Teeth.