Anchor White's kid takes fearless stance to highlight product promise

Anchor White has rolled out a campaign under the tagline ‘Bindaas Daant, toh Bindaas Aap’ (fearless teeth, means fearless you). The campaign has been conceptualised by Leo Burnett.

The campaign features two films.  One of the films is titled “Milkman” and it is already on air. The second film will follow shortly.

The ‘milkman’ film showcases a young boy standing up to a milkman whose been caught diluting his milk with water. The boy expresses his views strongly and does not back down even when the milkman threatens to break his teeth. In a show of strength, the young boy breaks a walnut to show his resolve.

The film ends with a super of Anchor White toothpaste with a voice over that says, “Bindaas Daant, toh Bindaas Aap.”

Sanjay Shah, managing director, Anchor Beauty and Health Care, said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

Raj Deepak Das, chief creative officer, added, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of ‘making teeth so strong that they are not afraid of anything’ into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”

Rajeev Sharma, national planning director, Leo Burnett, said, “In every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is ‘strong teeth’. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed. What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care.  So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”

Vikram Pandey, executive creative director, added, “Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids’ strong moral values are well supported with the physical strength of the teeth. All thanks to Anchor White toothpaste.”

Credits:
Client: Anchor White Toothpaste
Creative agency: Leo Burnett
Chief creative officer: RajDeepak Das
Executive creative director: Vikram Pandey (Spiky)
Creative director: Brahmesh Tiwari
Art: Amit Thakur, Kiran Talegaonkar
Account Management: Rajiv Wadhwa, Vanita Dmello, Srishtee Vivek Gupta