Colgate-Palmolive has launched a campaign featuring Deepika Padukone.
Titled, ‘Andar se Strong’, the campaign for its 'Colgate Strong Teeth' features two films conceptualised by Red Fuse Communications. It shows how a smile helps people show strength to take on the toughest of situations.
The film featuring Deepika Padukone shows her alongside her mother Ujjala Padukone. The duo discuss how they bounce back from failures.
The second film shows a young girl wanting to play football with a group of boys. While the boys question her presence, she repeatedly smiles and takes them on with confidence.
Issam Bachaalani, managing director, Colgate-Palmolive (India), said, “Colgate Strong Teeth, our flagship brand, has been in India for over 80 years, and I'm delighted to announce our new brand campaign called 'Andar Se Strong' featuring Bollywood actress Deepika Padukone. This campaign reinforces our promise to guard and nurture you and your family's smile, by keeping your teeth strong from within.”
Sanjay Sipahimalani, creative director, Red Fuse Communications, said, “In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest. Both the TVCs focus on ‘Andar se Strong’ stories, but manifest in different ways. While the football TVC shows how breaking stereotypes and standing up for yourself takes inner strength, Deepika’s film is all about her personal ‘andar se strong’ story, which is what makes her the superstar and the person she is today.”
This is not the first time Padukone has appeared in a film for a toothpaste. She was part of the 'Kya aap Close up karte hai' campaign for Closeup.
Client: Colgate Palmolive
Creative Agency: Red Fuse Communications
Creative head: Sanjay Sipahimalani
Production house: Equinox Films
Director: Sandeep Modi
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