Real sufferers of tooth sensitivity features in Colgate Sensitive Pro-Relief new TVC

Colgate-Palmolive (India) Ltd, the market leader in oral care, unveiled a one-of-its-kind campaign for the launch of Colgate Sensitive Pro-Relief toothpaste in India. The campaign which is being flagged-off by a TVC, features real sufferers of tooth sensitivity and captures their actual reaction as they use the product.

Executed by Bates 141, the new TVC has been conceptualized on the premise of demonstrating in an engaging way the efficacy of this first and only toothpaste clinically proven to provide instant and effective long lasting relief from tooth sensitivity. The campaign is based on the consumer insight that people are aware of tooth sensitivity but there is lack of knowledge about any genuine solution. The lack of awareness about the solution makes people ignore the pain.

Speaking about the campaign, Mukul Deoras, Managing Director, Colgate-Palmolive (India) Limited, said "Tooth sensitivity is an oral condition that affects up to 57 per cent of consumers worldwide. Our new campaign for Colgate® Sensitive Pro-Relief„¢ toothpaste captures the reaction of real sufferers to our new revolutionary toothpaste. This is the first time that we have engaged with real consumers in India to communicate the oral care concern of tooth sensitivity as well as to introduce a new product to the wider audience. We are thrilled with the way the TVC has panned out and believe that the message of the efficacy of the product will get communicated across in an effective way."

Colgate recently launched Colgate®Sensitive Pro-Relief toothpaste in India ' a pioneering innovation for instant and long-lasting relief from problem of tooth sensitivity. Colgate® Sensitive Pro-Relief„¢ toothpaste is clinically proven to provide instant relief from tooth sensitivity in just one direct application and long-lasting sensitivity relief with regular use. This scientifically advanced toothpaste uses the break-through Pro-Argin„¢ technology. The Pro-Argin„¢ technology contains arginine, an amino acid naturally found in saliva, and calcium carbonate. Our extensive research has demonstrated that arginine in the unique formulation provides superior perceivable protective oral health benefits.

While most of the sensitivity toothpastes currently marketed primarily numb tooth sensitivity, Colgate®Sensitive Pro-Relief„¢ with Pro-Argin„¢ technology effectively plugs the exposed dentine tubules that lead to sensitive tooth nerves, thereby blocking the transmission of heat, cold, air or pressure that stimulate pain receptors within teeth. One minute massage directly on the sensitive tooth with a small quantity of Colgate® Sensitive Pro-Relief„¢ toothpaste provides instant relief and with regular brushing one gets long lasting relief from tooth sensitivity.

There is a 360 degree campaign planned around the launch of Colgate® Sensitive Pro-Relief„¢ involving multiple channels like print, online, PR, activations, radio, mobile, retail. "Chill tests' will also be conducted across the country for consumers to experience the new innovation first hand. These "Chill tests' will replicate the TVC in real life.