Campaign India Team
Mar 06, 2019

Colgate gets the Dhonis to reveal their 'andar se strong' moment

Watch the film conceptualised by RedFuse Communications here

Colgate-Palmolive has rolled out an extension of its 'andar se strong' (inner strength) campaign that was rolled out last November featuring Deepika Padukone and her mother.
This film features Mahendra Singh Dhoni and Sakshi Dhoni. It shows them discuss the time when they were going to have a baby, and the former couldn't make it because he chose to stay on with the Indian cricket team ahead of the World Cup in 2015.
Issam Bachaalani, managing director, Colgate-Palmolive (India), said, “The ‘Colgate Andar Se Strong’ campaign further reinforces our commitment to providing the most advanced oral care solutions to meet the everyday needs of Indian consumers. MS Dhoni is an exemplary personality and we are proud of his association with Colgate. We launched the ‘Colgate Andar Se Strong’ campaign on our flagship brand Colgate Strong Teeth, with Deepika Padukone and MS Dhoni as the ambassadors, who speak of how their smile reflects their inner strength... and how it helps them go forth in challenging times. As a brand, Colgate Strong Teeth toothpaste adds natural calcium to one’s teeth, making the teeth strong not just from the outside but also from within.”
Sanjay Sipahimalani, creative director, RedFuse Communication, said, “Our ‘andar se strong’ campaign highlights the role that your inner strength plays in helping you face tough situations with a smile. In this spot, Dhoni speaks from his heart to show how inner strength enabled him to choose responsibility over personal happiness during the 2015 World Cup.”
The film has been released in regional languages too. 
Client: Colgate-Palmolive
Creative agency: RedFuse Communications
Creative director: Sanjay Sipahimalani
Production house: Cutawayy films
Director: Arunima Sharma
Campaign India

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