Campaign India Team
Feb 17, 2014

Colgate compares Harbhajan Singh's flexible wrist to Super Flexi toothbrush

Watch the film conceptualised by Red Fuse Communications here

wide player in 16:9 format. Used on article page for Campaign.

Colgate-Palmolive recently announced the re-launch of its toothbrush brand – Colgate Super Flexi. Colgate has signed on Indian off spinner, Harbhajan Singh as brand ambassador and rolled out a TVC for the re-launch. Red Fuse Communications has conceived the new campaign for the product.

The film draws an analogy to Singh’s talked about flexible bowling in taking down wickets in a game of cricket. It opens with Singh shown at a dentist. The dentist tells him that the problem is coming from the edge of the mouth and compares his flexible wrist while bowling to Colgate's 'Super Flexi' tooth brush and urges him to use that. The film ends with a super introducing the toothbrush.

On the film, a spokesperson from Colgate said, "As market leaders, our single-minded focus has been on oral health and towards meeting the evolving needs of the Indian consumer. Innovation has been a cornerstone of our growth strategy and we continue to bring products that are relevant and meet the growing needs of the Indian consumer. The new TVC featuring cricketer Harbhajan Singh, re-launches the product bringing to light the unique feature of flexibility - in a light-hearted and memorable manner.”

Along with the TVC, the campaign also consists of print and in-store across retail environments to showcase the flexible neck and deep cleaning properties of the toothbrush.


Client: Colgate Palmolive
Agency: Red Fuse Communications
Production house: Apocalypso Films
Director: Pradeep Sarkar

Campaign India

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