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Colgate Launches ‘The Sweet Truth’ Campaign To Promote Nighttime Brushing

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Colgate-Palmolive, a renowned leader in the oral care industry in India, has taken a proactive step in promoting better oral hygiene habits among the Indian population. The company has launched a campaign called ‘The Sweet Truth’ with the aim of encouraging the practice of nighttime teeth brushing. This initiative is driven by the alarming fact that 9 out of 10 Indians suffer from cavities, indicating a critical need for improved oral care. Scientific evidence supports the idea that brushing one’s teeth at night, in addition to the morning routine, significantly enhances dental health, reducing the risk of cavities by up to 50%.

The Colgate Bright Smiles, Bright Futures® Program

Colgate-Palmolive has a long history of promoting oral health in India through initiatives like the ‘Colgate Bright Smiles, Bright Futures® program.’ This program has positively impacted the lives of over 171 million children in the country, focusing on instilling healthy oral care practices. Building on this success, Colgate is now directing its efforts towards emphasizing the crucial habit of nighttime teeth brushing.

‘The Sweet Truth’ Campaign: The Alarming Need for Nighttime Brushing

The ‘Sweet Truth’ campaign is based on a startling fact: the majority of Indians indulge in sweet treats after dinner, but unfortunately, they often neglect brushing their teeth before bedtime. This habit can lead to serious dental problems like cavities. Sugary residues from these sweets can be a breeding ground for harmful bacteria that cause tooth decay. To address this issue, Colgate aims to raise awareness about the importance of nighttime brushing, particularly during the festive season when sweet consumption tends to increase.

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Key Messages of the Campaign

1. The Importance of Nighttime Brushing: Prabha Narasimhan, the Managing Director and CEO of Colgate-Palmolive India, highlights the significance of brushing before bedtime. This simple practice not only protects one’s smile but also ensures a joyful and dental-concern-free festive season.

He said, “As the market leader, fostering healthy oral care habits among the Indian populace is both our privilege and responsibility. Our commitment to oral health extends to all facets of life. I want to emphasize the profound importance of night time brushing, which holds even greater significance during the festive season. As we come together to celebrate with loved ones, let us also unite in the pursuit of improved oral health.

By incorporating night time brushing into our post-sweets routine, we not only safeguard our smiles but also ensure that the festive season remains truly joyful and free from dental concerns. We aspire to lead in elevating the dental health standards of our nation by underscoring the scientific rationale behind brushing before bedtime”

2. The Sweet Habit: Gunjit Jain, EVP-Marketing of Colgate-Palmolive India, acknowledges that India has a penchant for sweets, which is a common post-dinner ritual across the nation. However, he emphasizes that the last thing many Indians put on their teeth before sleeping is sugar, not toothpaste, which can lead to cavities. The campaign aims to educate people that cavities can be prevented by choosing to #BrushTonight after enjoying sweet treats.

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The Film – Delivering a Message with Levity

The campaign includes a film that creatively highlights the habit of not brushing before bedtime in a quirky and humorous fashion. It features individuals from various backgrounds humorously ‘brushing’ their teeth with sweets. The film concludes with a crucial message, urging everyone to adopt the practice of #BrushTonight. The campaign is launched in the ‘Dental Interest’ of the nation, signifying its commitment to improving oral health standards.

Campaign Creators

The campaign, titled ‘The Sweet Truth,’ was conceptualized by WPP@CP and directed by Abhinav Pratiman of Early Man Films. The creators aimed to deliver a hard truth about the consequences of not brushing before bedtime while maintaining a sense of levity. The film is designed to spark a movement promoting nighttime brushing in India.

Harshad Rajadhyaksha and Kainaz Karmakar, said, “As Indians, we love grabbing a sweet or two after dinner and that includes the two of us. However, most Indians don’t have the habit of brushing before bed, which can lead to serious consequences like cavities.

The film highlights this habit in a quirky fashion. People from all walks of life are ‘brushing’ their teeth with sweets. It’s a hard truth but we had to deliver it with levity. Abhinav Pratiman has directed this film for us beautifully and we hope this will mark the beginning of a night-brushing movement in India.”

Abhinav Pratiman, Early Man Films, said, “It was the sheer simplicity of the idea that drew me instantly to the script. It was pitch-perfect on paper, but required a lot of restraint to land the idea flawlessly. While the act of brushing is dull and ordinary, it had to feel real when the brush was replaced with sweets. Toughest part was, exercising immense control while shooting with tubs of ice-cream and chocolates within reach.”

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Colgate-Palmolive’s ‘The Sweet Truth’ campaign is a crucial step toward enhancing oral health practices in India. By addressing the prevalent habit of not brushing before bedtime, especially after consuming sweets, the campaign sheds light on the importance of nighttime teeth brushing. The message is clear: adopting this practice can significantly reduce the risk of cavities and contribute to better overall dental health. Colgate’s commitment to this initiative showcases its dedication to the well-being of the nation and its desire to lead the way in improving dental health standards. By embracing the campaign’s message and making nighttime brushing a part of their daily routine, Indians can safeguard their smiles and enjoy a festive season free from dental concerns.


WPP@CP – Colgate The Sweet Truth

CCOs and Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha

ECD: Juneston Mathana

Creative Team: Virendra Saigaonkar, Vishal Goswami

Account Management: Faizan Shaikh, Bhumika Mandviya 

Films (Agency Producer): Divyang Pandya

Team Colgate: Gunjit Jain, Priyanka Khaneja Gandhi, Anaswar Rajagopal, Saumya Tripathi, Priyam Kanchwala, Shilpashree Muniswamappa, Sholom Kemkar, Priyanka Patil

Production House: Early Man Films

Director: Abhinav Pratiman

Producer: Amarjeet Phukan

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