With the new season of the Indian Premier League (IPL) captivating millions, Colgate-Palmolive India has launched its latest campaign, “Indian Sweets League,” which works as a clever reminder to do something that fans often miss after the celebrations; brushing teeth at night. Partnering with JioCinema and the Indian Premier League (IPL), this initiative is part of Colgate’s #BrushTonight campaign, aiming to raise awareness about oral health. and hygiene.

Led by cricket legends Suresh Raina and Zaheer Khan, “Indian Sweets League” encourages consumers to maintain the habit of brushing their teeth before bedtime, especially after indulging in sweet treats. The campaign promises a blend of entertainment, match predictions, and a focus on night dental care. The campaign urges viewers to take a ‘strategic timeout’ every night to brush their teeth, thus ensuring a winning smile.

Gunjit Jain, Executive Vice President, Marketing, Colgate-Palmolive India, highlighted the significance of this initiative, stating, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behaviour gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

Shekhar Banerjee- Chief Client Officer & Office Head, West, North & East Wavemaker India, GroupM said, “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

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Each IPL match night will see a new edition of the “Indian Sweets League”, adding an extra layer of excitement to the cricket viewing experience. So, as you cheer for your team’s victories, do not forget to #BrushTonight. Tune in to Colgate’s “Indian Sweets League” every night during IPL matches on JioCinema and ensure your day ends with a winning oral care routine.