Colgate Palmolive India Ltd has unveiled its latest campaign for Colgate Total to emphasize oral health among Indians. A recent Colgate study found that nearly half of Indians report dental problems, leading them to unconsciously change their eating habits. The campaign coincides with the launch of an ad film that showcases the product’s advanced science, offering protection against issues like bad breath, yellowing teeth, and cavities, and helping consumers maintain their eating habits without compromise.

Conceptualised by team WPP@CP, the campaign highlights Colgate Total’s patented DZA (Dual Zinc + Arginine) technology, which addresses the root causes of dental problems. The TVC features a protagonist demonstrating various situations in a café where people alter their eating habits to avoid dental pain. The protagonist then explains how Colgate Total’s DZA technology provides complete protection from these oral health issues.

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Speaking about this newest campaign, Gunjit Jain, Executive Vice President of Marketing, at Colgate-Palmolive (India) Ltd said, “Many of us do not feel that our oral health is at risk because we seldom see people like us having dental problems. But millions of Indians around us are unconsciously demonstrating visual signs of dental problems. Some have started eating from a preferred side of the mouth, some would rather cut an apple into slices than bite into one that’s full, and some wait for their hot chai to cool a bit before they sip and so on. This has happened to members in our family, our friends or our colleagues. We can prevent this from happening to us simply by switching to Colgate Total, our advanced toothpaste that provides total protection. This is what our new campaign is all about – before dental problems change the way you eat, change to Colgate Total.”