Colgate issues a 'public interest' offer to get people to brush twice a day
Conceptualised by Ogilvy, the films continue with the 'brush your teeth at night before sleeping' messaging after its debut in 2023.
Colgate India has rolled the second leg of its #BrushTonight campaign to highlight the risk of cavities and encourage consumers to brush their teeth at night.
Conceptualised by Ogilvy, the films employ a familiar advertising tactic to instil the habit of brushing teeth before bed.
The first film features a girl ending her night with a chocolate cookie. As she breaks the cookie, a voiceover announces, 'there's a 50% off on cavities' for those who brush at night. The film concludes with the phrase, 'dant hith mein jaari' (issued in the interest of your teeth).
The second film follows a similar narrative, depicting a woman about to enjoy a chocolate ice cream. Suddenly, the voiceover with the public interest notice takes over, reinforcing the campaign's message.
What we think about it: Brilliantly uses relatable scenarios and catchy phrases to underscore the importance of nightly brushing. The clever voiceover and engaging visuals effectively drive home the message, making dental health a priority.
The film was rolled out on 12 June on YouTube and Instagram.