Colgate MaxFresh has extended its campaign that takes on trolls online with a series of films running during the ongoing Indian Premier League.
The films in the campaign have been conceptualised by Red Fuse and VMLY&R and feature cricketers Ravichandran Ashwin, Jasprit Bumrah and actor Ranveer Singh.
Explaining the idea behind the campaign in an interaction with Campaign India, Arvind Chintamani, VP - marketing, Colgate-Palmolive India, said, "Trolling online is a growing problem that affects more than 50% of the youth in India. Trolling can have many negative consequences like creating a culture of fear and potentially leading to mental health issues. Colgate's 'MaxFresh the Trolls' campaign is aimed at encouraging people to adopt a positive perspective and not let any kind of trolling drag them down. We want to encourage people to realise that they always have a choice to make a fresh start when feeling low."
He added, "This campaign aims to inspire people to be positive in the face of trolling with the inspiring Ranveer Singh to Naga Chaitanya, R. Ashwin and Jasprit Bumrah. All these great stars use their experience with trolls on social media to help and encourage people to deal with trolling without letting it get them down. Colgate will continue to champion positivity and optimism and help people deal with trolls together with other social influencers going forward."
The campaign began in May 2021 and Colgate plans to run this until they believe its a relevant message to be bringing to the youth of the country, added Chintamani.