Colgate-Palmolive (India) has launched its newest marketing campaign ‘#TheDailyGrind’ below the Colgate Robust Tooth model. The marketing campaign highlights the rise in snacking frequency throughout India, resulting in weakened tooth and poor oral well being. A latest research famous that 44% of Indians are consuming meals or drinks at any hour. This behaviour is prevalent in city areas with frequent snacking between meals and in rural areas with common tea and snack breaks all through the day.
The marketing campaign emphasises that frequent snacking will increase calcium loss from tooth. Colgate Robust Tooth’s components options Arginine + Calcium Enhance expertise, which replenishes misplaced calcium and makes tooth twice as robust.
It consists of two movies that hint a day within the lifetime of two fathers, one in an city and one other in a rural setting respectively. They’re going about their regular routine, however meals finds its method to them at fixed intervals.
Observing the fathers’ actions, their sons get more and more involved and share how tooth lose calcium resulting from fixed consuming, introducing them to Colgate Robust Tooth as the final word answer to revive the misplaced calcium of their tooth for higher oral well being.
Lending his ideas on the marketing campaign, Gunjit Jain, government vice chairman, advertising at Colgate-Palmolive (India), mentioned “8 out of 10 Indians undergo from cavities, just one out of 10 realise that they do! The extent of the difficulty is alarming as a result of all of us find yourself consuming meals a number of instances in a day. This results in tooth shedding calcium by means of a course of generally known as demineralization. Frequent snacking will solely enhance in the course of the upcoming festive season. Simply the act of brushing tooth with Colgate Robust Tooth toothpaste is usually a saviour! Its distinctive Arginine and Calcium increase expertise remineralizes tooth by restoring the misplaced calcium, making them 2X Stronger. Now we will get pleasure from our favorite meals, with out the fear of creating cavities.”
Harshad and Kainaz from Ogilvy India additional provides “Colgate Robust Tooth explains itself by its identify. Our job in communication is to deliver that alive in several methods. This yr, our perception is about how we find yourself utilizing our tooth greater than we must always. How? By munching one thing or the opposite all day. This isn’t about being a foodie or a glutton. In case you see the movie you realise it’s merely the way in which life is these days. Seen by means of the eyes of a son, the movie and the accompanying music, inform the story of a person who finally ends up consuming from morning to nighttime. Credit score to Juneston Mathana, our ECD on Colgate and Amit Sharma, from Chrome Movies for making this piece a lot enjoyable.”
The movie has been rolled out in two variations throughout India and contextualised to resonate with various audiences.
Written with the View : afaqs