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.