Colgate has rolled out a campaign ‘Indianis Dentris’ to highlight India’s oral health care habits. 

Conceptualised by Ogilvy, the campaign comprises an ad film.

The film opens at the Byculla Botanical Zoo, where a diverse group of people - ranging from schoolgirls to adults and senior citizens are gathered, intently observing something. A quote appears on the screen: “Some discoveries change the way you see the world,” followed by the Indianis Dentris logo. The narrative then reveals that in March, photos of India’s newest flower species were released to the public. A news clip follows, highlighting the rare flower’s discovery and the growing curiosity surrounding it at the local zoo. The intrigue deepens when viewers are prompted to scan an image of the flower triggering the start of a clip. It transitions into two video sequences where the flower transforms, ultimately revealing a message: 1 in 2 Indians use a “flowering” toothbrush that can harm their teeth. The ad closes with a reminder from dentists, urging people to replace their toothbrushes every three months.

What we think about it: The film cleverly turns intrigue into a startling revelation, making viewers question their habits. By disguising an overused toothbrush as a rare flower, the marketing tactic for the campaign hooks curiosity before delivering a reality check on oral hygiene for its consumers.

Juneston Mathana, executive creative director at Ogilvy, India, said, “We were glad to see social media explode with reactions - shock, awe, self-reflection."

Gunjit Jain, executive vice president, marketing, Colgate-Palmolive (India), added, “The realisation that millions of people were unknowingly risking their health with old toothbrushes wasn’t just a message, it became a provocation that stayed with our audiences. We wanted to engineer discovery. Instead of preaching, we designed an experience that made people confront their own habits.”