Campaign India Team
Oct 12, 2023

Colgate Visible White teeth leaves others complexed

Watch the ad film conceptualised by WPP@CP here

Colgate-Palmolive (India) has rolled out a film for its Visible White Teeth toothpaste.
Conceptualised by WPP@CP, the film shows a lady complexing those around her with her shining white teeth. All of them look to hide their teeth while greeting her, leaving her perplexed.  
Gunjit Jain, executive vice president - marketing, Colgate-Palmolive India, said, "The beauty and grooming segments are exploding across categories. Millions of Indians are resorting to personal care products that help present their best versions to themselves and the world. However, when it comes to oral care, most of us continue to use the same toothpaste as the rest of our family. We're content with the color of teeth that we have, failing to realize the transformative role whiter teeth and a beautiful smile can play. With Colgate Visible White, people can get whiter teeth and unlock a huge beauty advantage. It is already one of the fastest growing products in the toothpaste category and millions more can adopt and benefit from it."
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officer, Ogilvy, said, “India has not seen specific teeth whitening products, so many are unaware of what Colgate Visible does. This story shows the power of this product through the effect it has on those who don’t use it. Written by Juneston Mathana and crafted into film by Abhinav Pratiman, this film will leave you with a smile on your face. So you better make sure it’s a great smile."
Campaign India

Related Articles

Just Published

11 hours ago

Moves and wins roundup: Week of 27 November

Read about the latest news in the marcomm world including updates from PolicyBoss and Chargeup

13 hours ago

Amrit Baid elevated at Mercedes-Benz as Pradeep ...

Baid is appointed head - marketing and customer experience

14 hours ago

Agency of the Year South Asia 2023: Mindshare, ...

WPP’s Mindshare and Ogilvy dominate the Gold wins; the Gold list also prominently features Famous Innovations. New entrant, Talented.Agency is the second most awarded

15 hours ago

A fabricated account of how judging the humour ...

The author imagines what it will be like to judge the 'Humour in branded communications' category at Cannes next year