Silver
Health & Wellness
Corporate Communication
| Entrant: | Brand David Communications, Mumbai |
| Brand: | Colgate |
| Title: | "The Sweet Truth" |
| Corporate Name of Client: | Colgate Palmolive |
| Client Company: | Colgate Palmolive India, Mumbai |
| Client Company Executive Vice President Marketing: | Gunjit Jain |
| Client Company Marketing Director - Toothpaste: | Anaswar Rajagopal |
| Client Company Marketing Manager: | Saumya Tripathi |
| Client Company Director - Integrated Brand Experience Lead: | Priyanka Gandhi |
| Client Company Senior Integrated Media & buying Lead: | Priyam Kanchwala |
| Agency: | Brand David Communications , Mumbai |
| Agency Senior Vice President: | Esha Datta |
| Agency Associate President: | Amarinder Butalia |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Chief Creative Officer, Asia Pacific: | Reed Collins |
| Chief Creative Officers: | Kainaz Karmakar/Harshad Rajadhyaksha |
| Executive Creative Director: | Juneston Mathana |
| Senior Creative Director: | Virendra Saigaonkar |
| Associate Creative Director: | Vishal Goswami |
| Agency Producer: | Divyang Pandya |
| Agency Chief Strategy Officer: | Prem Narayan |
| Agency Senior Account Executive: | Bhumika Mandviya |
| Agency Senior Account Director: | Faizan Shaikh |
| Agency Executive Vice President - Planning: | Prajakta Powdwal |
| Agency Planning Director: | Himanjal Patni |
| Production Company: | Earlyman Films, Mumbai |
| Director: | Abhinav Pratiman |
| Executive Producer: | Anand Menon |
| Producer: | Amarjeet Phukan |
Description:
To say that India loves sweets would be an understatement. To say it accounts for over 35% of the global sweet consumption would be more accurate. Indians don’t even need an occasion to indulge their sweet tooth, since dessert post dinner has become a tradition of its own. One thing that hasn’t, however, is brushing after that. 80% of Indians still don’t brush at night. Which is why 9 out 10 suffer from cavities, making dental issues a ‘silent epidemic’.
Being the oral care leader in the country, it was fitting for Colgate to lead the charge in adding brushing to India’s night routine. But seeding this new habit meant leveraging another relatable habit – dessert post dinner. The Sweet Truth featured people and families doing what they do best: indulging in sweets. But this time they weren’t just eating it, they were literally ‘brushing their teeth’ with it, showing viewers what ending the night with dessert amounts to for their teeth. Through this quirky device, the campaign made a powerful argument for a very important habit – brushing before bed with toothpaste to prevent cavities.