Whistle Unveils Invisible Aligners in Wieden+Kennedy India Campaign

In a momentous stride, Whistle, the cosmetic dentistry brand, in partnership with Clove, a renowned dental chain, ventured into the domain of invisible aligners this September. Amidst a landscape of uniformity, where each brand emphasizes functionality and the pursuit of a flawless smile, Whistle set out to challenge the established norms in the category. 

Drawing from consumer insights and interviews, Whistle discovered that young adults, navigating a world obsessed with glamour and first impressions, often feel embarrassed by their imperfections. Wieden+Kennedy India responded to this insight by creating a compelling film that addresses how Whistle can assist in addressing teeth imperfections, which often result in embarrassment and a dent in confidence. The narrative revolves around an individual striving to navigate daily tasks but facing challenges due to this unique issue. 

W+K is also behind the brand name, baseline and the new brand/visual identity which will pan out at different touch points along this film campaign

Commenting on the Campaign, Amar Singh, Chariman and CEO Clove

Dental “Explaining the need and benefits of a new product in a new category is a challenging job. W+K team understood the product and researched consumer needs and developed a great campaign”.

Santosh Padhi (Paddy) Chief Creative Officer of W+K “The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it. Icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region”

Credits

Creative team: Santosh Padhi (Paddy), Anuja Kanure

Account management: Shreekant Srinivasan, Snigdha Jha, Preksha Shinde, Raghav Bahl Planning: Anirban Roy

Production House: LoudMouth Director: Aakash Bhatia Producer: Monisha Khanna