Colgate-Palmolive (India) Limited has launched a new campaign called “CAVITY-PROOF” under the Colgate Strong Teeth brand, highlighting the confidence that mothers have in the brand’s ability to protect their children’s teeth from cavities. The campaign focuses on the trust that mothers place in Colgate Strong Teeth, even when their children’s modern consumption habits, such as frequent junk food intake, increase the risk of cavities.
The Colgate Strong Teeth brand is powered by its advanced Arginine + Calcium Boost Technology, which has dual functionality. Arginine helps reduce demineralisation of teeth, while Calcium Boost accelerates remineralisation, providing 24-hour cavity protection with regular brushing twice a day. The campaign showcases a confident mother who is not fooled by her child’s attempt to fake a toothache to avoid school, demonstrating her trust in Colgate Strong Teeth to protect her child’s teeth.
According to Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited, the campaign illustrates the moments of parenting where children often devise clever excuses to skip school, but with Colgate Strong Teeth, mothers are confident that their kids are protected from cavities for 24 hours non-stop. The campaign’s creative director, Juneston Mathana, shared that the film brought back fond memories of childhood excuses to bunk school, and the child actor’s expression of cavity pain was cute and memorable.
The “CAVITY-PROOF” campaign aims to reassure mothers that Colgate Strong Teeth is a reliable and effective way to protect their children’s teeth from cavities, even with modern lifestyles and diets. By highlighting the trust and confidence that mothers have in the brand, Colgate-Palmolive (India) Limited aims to reinforce its position as a market leader in oral care. Overall, the campaign is a heartwarming and relatable portrayal of the relationship between mothers and their children, and the importance of oral care in maintaining good health.