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."