As dental jargon such as “enamel,” “calcium hydroxyapatite,” and “orthodontic alignment” becomes part of everyday conversation, it’s clear that people’s understanding of oral health is improving. Colgate’s latest initiative capitalizes on this trend by launching an innovative campaign designed to enhance dental awareness and accessibility in India.
The initiative, developed by WPP@CP, offers a free AI-based dental screening service through WhatsApp, making it available to millions across the country. “We’re unlocking this by placing a free, WhatsApp-based, AI-enabled dental screening tool in the hands of millions of Indians. It generates a personalised dental report and offers a postcode-mapped, free dentist consultation,” explained Gunjit Jain, EVP of Marketing at Colgate-Palmolive India, via LinkedIn.
The process is simple: consumers scan the QR code on Colgate packaging, which connects them to the company’s WhatsApp account. After sending a photo of their teeth, they receive a free dental report within moments.
Currently, Colgate India has launched two ads as part of its Oral Health Movement campaign, marking a shift from the brand’s usual humorous approach to oral health advertising. These new ads focus on dental health experts rather than playful scenarios. In contrast, Colgate’s earlier campaigns, such as one highlighting the rise in snacking and calcium loss, often relied on humor to drive the message home. The campaign for Colgate MaxFresh, for example, featured ACP Pradyuman and his CID team solving a mystery related to a sleep-deprived doctor.
“We wanted to create an engaging experience beyond just a spot-the-error game. When we showed the Doctor Sleep edit to the client, they responded like detectives, leading to the collaboration with CID,” explained Juneston Mathana, Executive Creative Director at WPP@CP, in April 2024.
The brand’s iconic “Sweet Truth” campaign, featuring people brushing their teeth with their fingers after indulging in desserts, is another example of Colgate’s use of humor. This campaign aimed to remind consumers about the importance of brushing after meals to prevent cavities.
Mathana added, “Colgate, as a market leader, has the freedom to communicate its message in various tones. Humor can be provocative, and storytelling is what makes our campaigns memorable and impactful.”