Colgate-Palmolive has rolled out a campaign ‘#TheDailyGrind’ under the Colgate Strong Teeth brand.

Conceptualised by Ogilvy, the campaign which consists of a film highlights the rising snacking habits across India and its impact on oral health, particularly teeth weakening. It visually portrays how frequent snacking accelerates calcium loss in teeth. The film follows a father, as he goes about his daily routine while constantly snacking. His son, noticing the pattern, expresses concern and explains how constant eating depletes calcium. The film ends with the son introducing Colgate Strong Teeth as the solution to restore calcium and promote stronger, healthier teeth.

What do we think about it: The witty narrative, through a son's concerned lens, smoothly transitions to Colgate's calcium-restoring solution, which stood out for us. The film is also built on a sharp insight into daily snacking habits, and subtly reminds us that our teeth might be putting in overtime!

Gunjit Jain, executive vice president, marketing, Colgate-Palmolive (India), said “Eight out of ten Indians suffer from cavities, and only one out of ten realise that they do. The extent of the issue is alarming because we all end up eating food multiple times a day. This leads to teeth losing calcium through a process known as demineralisation. Frequent snacking will only increase during the upcoming festive season. Just the act of brushing one's teeth with Colgate Strong Teeth toothpaste can be a saviour. Its unique arginine and calcium boost technology remineralises teeth by restoring the lost calcium, making them 2X Stronger. Now we can enjoy our favourite foods, without the worry of developing cavities.”

Harshad Rajadhyaksha and Kainaz Karmakar, CCO's, Ogilvy India, added, “Colgate Strong Teeth explains itself by its name. Our job in communication is to bring that alive in different ways. This year, our insight is about how we end up using our teeth more than we should. How? By munching something or the other all day. This is not about being a foodie or a glutton. If you see the film you realise it is simply how life is nowadays. Seen through the eyes of a son, the film and the accompanying song, tell the story of a man who ends up eating from morning to night. Credit to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Films for making this piece so much fun.”

CREDITS:

Client: Colgate Strong Teeth

Agency: Ogilvy India

Production house: Chrome Films