The campaign has been conceptualised by WPP@CP
Colgate now embarks on a focused mission to promote the vital habit of night time teeth brushing in new campaign.
“It’s an alarming fact that 9 out of 10 Indians suffer from cavities, highlighting a pressing need for proactive oral care. Scientific evidence supports the practice of brushing one’s teeth at night in addition to the morning ritual, as it has been shown to significantly enhance dental health. This simple habit can reduce the risk of cavities by as much as 50%,” said the company statement.
Colgate-Palmolive has taken the onus of bringing alive the importance of night brushing in the interest of elevating the oral health of the country.
The film charmingly highlights the prevalent habit of not brushing before bedtime, a habit that can lead to dental problems like cavities. It features individuals from diverse backgrounds humorously ‘brushing’ their teeth with sweets. The closing shot delivers a critical message, urging everyone to adopt the practice of #BrushTonight. The film has been released in the ‘Dental Interest’ of the nation.
Prabha Narasimhan, MD and CEO, Colgate-Palmolive India, 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 emphasise 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”.
Gunjit Jain, EVP-Marketing, Colgate-Palmolive India, said, “We are a sweets-obsessed nation. Across the country and across age groups, indulging in something sweet after dinner is a common ritual – a laddoo, barfi, chocolate, ice-cream or sweet paan. Our campaign, titled ‘The Sweet Truth,’ aims to make people realise that the last thing millions of Indians put on their teeth before sleeping is sugar and not toothpaste, which can cause cavities. But cavities can be prevented just by choosing to #BrushTonight, after enjoying your favorite sweet.”
Conceptualised by WPP@CP, 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.”
The Sweet Truth campaign:
Credit Note
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 Film
Director: Abhinav Pratiman
Producer: Amarjeet Phukan
