Colgate, a household name in dental care, has once again made its mark with a groundbreaking television commercial (TVC). This innovative Colgate TVC, crafted by Ogilvy India Agency, takes a unique approach to address a common habit in India, the ‘khaane ke baad meetha’ tradition. Let’s explore this creative masterpiece and how it strives to transform a well-entrenched cultural practice.
A Delectable Tradition : In India, ‘khaane ke baad meetha’ is more than just a habit; it’s a cultural tradition. After every meal, indulging in something sweet, whether it’s mithai, chocolates, or ice cream, is a ritual deeply rooted in our society. While this practice satisfies our taste buds, it often poses challenges for oral health, including tooth-related issues. Colgate, with its new TVC, takes on the task of reimagining this tradition with creative brilliance.
Ogilvy India Agency’s Creative Touch : The Ogilvy India Agency, known for its ingenuity in advertising, has once again displayed its creative prowess. The agency’s ability to weave a compelling narrative around a well-known cultural habit is what sets this TVC apart. Ogilvy takes the ‘khaane ke baad meetha’ habit and uses it as a powerful storytelling tool.
Transforming Habits with Imagery : The heart of this Colgate TVC lies in its imagery. It showcases people brushing their teeth with sweets, a visually striking metaphor. The brilliance of this creative device lies in its ability to challenge the viewers’ perceptions. It urges the audience to reflect on the consequences of their actions, particularly when it comes to their oral health.
The Element of Surprise : What makes this TVC truly engaging is its element of surprise. For a substantial part of the ad, viewers are led to believe that it’s promoting the act of brushing with sweets. This extended engagement piques curiosity and holds the audience’s attention. However, it’s worth noting that for television advertising, shorter cuts (15-30 seconds) might have maintained the element of surprise without testing viewers’ patience.
Promoting a Healthier Practice : Beyond its creative brilliance, the Colgate TVC carries a message of immense value – encouraging a shift in habit. Rather than merely selling a product, it aims to promote a healthier practice of brushing teeth before bedtime, effectively combating the harmful effects of the ‘khaane ke baad meetha’ tradition.
Colgate’s TVC, brought to life by the Ogilvy India Agency, is a shining example of how creativity in advertising can transcend traditional boundaries. It not only showcases a well-entrenched cultural practice but also challenges it in a manner that is both imaginative and impactful. While the ad’s punch could have landed sooner with shorter cuts, its ability to engage and provoke thought remains undeniable. Colgate, in partnership with Ogilvy, continues to lead the way in creating thought-provoking advertisements that leave a lasting impression. This TVC is not just about selling a product; it’s about transforming habits and making a real difference in the lives of its viewers.
