India – Colgate-Palmolive in India has unveiled its latest campaign, ‘#TheDailyGrind,’ under the Colgate Strong Teeth brand, addressing the widespread rise in snacking habits across India that contribute to tooth weakening and negatively affect overall oral health.
Colgate’s campaign draws from a study revealing that 44% of Indians are snacking or drinking at any given hour, a behaviour prevalent in both urban areas with frequent munching and rural regions with constant tea and snack breaks.
The campaign highlights how frequent daily snacking accelerates calcium loss from teeth, leading to weakening over time. It also spotlights Colgate Strong Teeth’s formula with arginine and calcium boost technology, which are designed to help replenish lost calcium and strengthen teeth.
Created with Ogilvy India, the campaign features two films following the daily routines of two fathers, one urban and one rural, constantly snacking. Concerned by their behaviour, their sons explain how frequent eating causes calcium loss in teeth and introduce Colgate Strong Teeth as the solution to restore it for better oral health.
The film has been rolled out in two versions across India and contextualised to resonate with diverse audiences.
Speaking on the campaign, Gunjit Jain, executive vice president of marketing at Colgate-Palmolive (India) Limited, said, “8 out of 10 Indians suffer from cavities; only 1 out of 10 realise that they do! The extent of the issue is alarming because we all end up eating food multiple times in a day. This leads to teeth losing calcium through a process known as demineralisation.”
“Frequent snacking will only increase during the upcoming festive season. Just the act of brushing teeth with Colgate Strong Teeth toothpaste can be a savior! Its unique Arginine and Calcium Boost technology remineralises teeth by restoring the lost calcium, making them 2X stronger. Now we can enjoy our favourite foods without the worry of developing cavities,” Jain added.
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs from Ogilvy India, also commented, “Colgate Strong Teeth explains itself by its name. Our job in communication is to bring that alive in different ways. This year, our insight is about how we end up using our teeth more than we should. How? By munching something or the other all day. This is not about being a foodie or a glutton. If you see the film you realise it is simply the way life is nowadays. Seen through the eyes of a son, the film and the accompanying song, tell the story of a man who ends up eating from morning to night. Credit to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Films for making this piece so much fun.”
