Colgate-Palmolive (India) has unveiled its latest campaign, CAVITY-PROOF, under the Colgate Strong Teeth brand, spotlighting a mother’s unwavering trust in 24-hour cavity protection for her child.
The heart of the film is a charming moment where a child tries to skip school by faking a toothache. But the mother, confident in Colgate Strong Teeth’s protection, sees through the act with ease. Her assurance reflects a deeper trust in the brand’s clinically proven Arginine + Calcium Boost Technology, which helps reduce demineralisation and accelerates remineralisation – delivering round-the-clock protection with regular brushing.
“Parenting is full of imaginative excuses from kids,” said Gunjit Jain, EVP – Marketing, Colgate-Palmolive (India). “Our new campaign captures a relatable moment where a mother’s trust in Colgate Strong Teeth lets her confidently dismiss a child’s excuse of a cavity. With our advanced technology, Colgate mums know their kids are protected all day long.”
Juneston Mathana, ECD at WPP@CP, added, “As kids, faking toothaches was a go-to move to miss school. Watching the young actor bring that to life so sweetly made this campaign feel nostalgic. Kudos to Director Hemant Bhandari for capturing the emotion beautifully.”
The campaign has been crafted by WPP@CP and produced by Chrome Pictures.
Creative Credits:
CCOs: Kainaz Karmakar, Harshad Rajadhyaksha
ECD: Juneston Mathana
Creative: Shiladitya Saha, Virendra Saigaonkar, Barun Rakshit, Gazal Jain
Account: Amarinder Butalia, Esha Datta, Faizan Shaikh, Sumeet Chhatri
Production: Hemant Bhandari (Director), Chrome Pictures
DOP: Amit Roy
