Colgate, a prominent oral care brand in India, has taken a revolutionary approach to break free from conventional toothpaste ads. With a focus on teeth nourishment, Colgate-Palmolive has relaunched its ‘Colgate Strong Teeth’ toothpaste, incorporating cutting-edge arginine technology. In a captivating film titled ‘DaantonkaPoshan’ featuring a toothless grandmother, Colgate aims to redefine the narrative surrounding oral care. This blog post delves into the details of Colgate’s groundbreaking ad, highlighting its impact on the oral care market.
WPP@CP conceptualizes the film. It’s directed by Amit Sharma and produced by Abhishek Notani. The toothless grandmother(old lady) in the Colgate ad is Subbalakshmi and the little girl is Hariti Joshi.
Stepping Out of the Comfort Zone:
Kainaz Karmakar, WPP@CP, states, “You never realize your lack of nutrition until your set of nature-provided tools (teeth), isn’t the best.” So, Kainaz emphasizes the importance of having the intention to stand out in a saturated dental care category. Recognizing the lack of differentiation among toothpaste ads, Colgate decided to break away from the conventional approach. So, by staying true to their engaging message of teeth nutrition, they ventured into uncharted territory, ultimately challenging industry norms.
Unveiling the Power of the Toothless Granny:
In Colgate’s ad, the toothless grandmother serves as a unique and attention-grabbing character. By featuring this unexpected figure discussing the benefits of toothpaste, Colgate achieves a disruption in the market. Harshad Rajadhyaksha from WPP@CP commented, “The whole disruption here is that the world’s largest toothpaste brand, is using a toothless lady. Because of its disruption value, people want to know what this granny has to say.” This unconventional approach effectively captures the audience’s attention and also sets the stage for a fresh and engaging narrative.
Revolutionizing the Perception of Teeth Nourishment:
Colgate’s campaign addresses the lack of emphasis on the nourishment and benefits of teeth in existing narratives. Anaswar Rajagopal, the marketing (Dentifrice) representative at Colgate-Palmolive, shares the enthusiasm expressed by consumers when presented with this new perspective. Colgate seized the opportunity to educate the public about teeth nourishment, especially targeting mothers who are typically concerned about their children’s health. Hence, by shedding light on this overlooked aspect, Colgate aims to reshape the understanding and significance of teeth nutrition.
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A Disruptive Impact of Colgate Ad:
Additionally, Colgate’s decision to utilize a toothless granny and promote teeth nourishment has received positive initial responses across various social media platforms. LinkedIn, Instagram, YouTube, and others have become hubs for conversations surrounding the ad’s uniqueness and effectiveness. The inclusion of this unconventional character has successfully sparked curiosity and engagement among the audience.
Reimagining the Dental Care Category:
With the ad’s release, Colgate has presented a fresh perspective on dental care. So, by stepping out of their comfort zone and delivering a compelling message centered around teeth nutrition, they have set a new benchmark for the industry. Karmakar’s statement regarding the realization of the importance of nutrition when our natural tools (teeth) are not at their best highlights the significance of this narrative shift. Colgate’s ad serves as a catalyst for other brands to rethink their approaches, encouraging them to explore unconventional ideas and also engage audiences in meaningful ways.
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Targeting Mothers: Educating for Teeth Nourishment:
Colgate’s ad campaign primarily targets mothers with children aged 6-12. Recognizing that mothers are always concerned about their children’s health, Colgate saw an opportunity to educate them about the importance of teeth nourishment. While mothers are well-informed about various aspects of their child’s well-being, dental care often takes a backseat. Hence, Colgate aims to bridge this knowledge gap and raise awareness about the nourishment of teeth, highlighting the significance of incorporating it into their children’s oral care routine.
Media Mix and Initial Response:
The ad campaign was strategically rolled out, primarily on television, followed by YouTube, print media, and outdoor advertising. Rajagopal mentions that 65% of Colgate’s media budget is allocated to television, recognizing its effectiveness in reaching the target audience. The initial response on social media platforms, including LinkedIn, Instagram, and YouTube, has been encouraging, indicating a positive reception to the campaign’s unique approach.
Let’s sum it up:
Colgate’s ad featuring a toothless granny has disrupted the dental care category, prompting a shift in the perception of teeth nourishment. So, by deliberately stepping away from conventional toothpaste ads and focusing on an engaging narrative, Colgate has successfully captured the attention of consumers and generated curiosity. The initial response on social media platforms reflects the ad’s impact and highlights the relevance of its message. Through their bold and innovative approach, Colgate has paved the way for a fresh understanding of oral care and inspired other brands to break free from the status quo.
Credits:
Client: Colgate Palmolive
Brand: Colgate Strong Teeth
Agency: WPPatCP
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Abhishek Notani
Project Coordinater: Napolean Daniel Amanna
DOP: Rajesh Nare
Production Designer: Viveka Rachel Banja
Costume Stylist: Tanya Oak
Hair & Make-up: Shalini Chakravarthy
Editor: Shahnawaz Mosani
Music: Shubhojit Mukherjee
Sound Design & Mixing: Arun Crasto
Casting: Vaibhav Vishant (Anti-casting)
Product Stylist: Goldwin Fonseca
Chief Ad: Atul Shahi
DA: Miti Shroff & Nishant Dey
Assistant Producers: Ashish Gole & Shivin Jain
Line Producer: Firoz Ansari
Client Team: Prabha Narasimhan, Gunjit Jain, Anand Taparia, Anaswar Rajagopal, Priyanka Gandhi, Victoria Dsouza, Monica Sharma, Nikhit Shetty.
Creative Team: Harshad Rajadhyaksha, Kainaz Karmakar, Fritz Gonsalves, Jayesh Raut, Ketki Karandikar, Plaksha Prakash, Vishal Goswami
Account Management: Neetika Aggarwal, Faizan Shaikh, Manmohan Nandrajog
Planning Team: Sarabpreet Bedi
