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Tag: Juneston Mathana

  • Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    MUMBAI: Some campaigns whisper. This one smacked Mumbai across the face with a floral flourish. Colgate-Palmolive India has launched a campaign that’s equal parts science fair, social experiment, and solid marketing theatre. Dubbed the ‘Indianis Dentris,’ it’s a flower you didn’t know you needed to fear—because it’s made from your overused toothbrush.

    Over five days in March, Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo was quietly hijacked by Colgate’s marketing imagination. Unsuspecting visitors were drawn to what appeared to be high-definition botanical panels showcasing a stunning new floral species.

    Latin name? Indianis Dentris.

    National pride? Implied.

    Scientific description? Convincing.

    What it really was? A close-up of your toothbrush head after six months of denial and dental negligence.

    “Breaking through consumer inertia wasn’t easy. The biggest challenge wasn’t awareness, it was action,” said Colgate-Palmolive (India) Limited EVP-marketing, Gunjit Jain. “People know they should replace their toothbrush regularly, but they don’t. We had to break that cycle, not with facts alone, but with an experience that made them feel the urgency.”

    Colgate’s stunt turned stale hygiene habits into blooming horror. The campaign highlighted one uncomfortable truth: millions of Indians hold onto their toothbrushes long after their bristles wave the white flag. The flower was more than symbolism. It was a dirty mirror held up to a national habit.

    “A flower truly rooted in Indian culture, the Indianis Dentris is as Indian as it gets. More than a just a symbolic flower, it’s the portrait of a national habit. Reflecting on the behaviour that needs change,” the brand explained.

    WPP@CP executive creative director Juneston Mathana said, “The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve.”

    Through macro photography, museum-style placards, and cheeky pseudo-science, Colgate didn’t just push a product—it staged a public intervention. The Indianis Dentris didn’t just bloom in Mumbai, it seeded conversations everywhere from kitchen tables to dental clinics.

  • Colgate launches ‘Oral Health Movement’

    Colgate launches ‘Oral Health Movement’

    Mumbai: As part of its mission to champion India’s oral health journey, Colgate-Palmolive (India) Ltd, has announced the launch of its transformative “Oral Health Movement”. This unique AI-enabled initiative aims to encourage Indians to prioritize their oral health, while leveraging technology to bridge the gap between the awareness and accessibility of Oral Healthcare in India.

    Today, 90 per cent of Indians suffer from oral health issues and yet, 80 per cent of urban Indians don’t brush twice daily and a mere nine per cent visit a dentist in a year. A comprehensive pan-India study conducted by Colgate and Kantar in 2023 underscores why prioritizing Oral Health is the need of the hour.

    This nationwide and multi-touchpoint campaign is centered around an AI enabled Dental Screening tool, which has been developed in partnership with Logy.AI, will encourage people to take charge of their oral health. With Just a few questions and three pictures of their mouth, users can get a free dental screening report instantly. Post this, users will get an option to schedule a free dentist consultation in their preferred location. To support this, Colgate has tied up with the Indian Dental Association (IDA) to leverage their 50,000 strong pan India dentist network.

    The campaign showcases everyday Indians engaging in sophisticated conversation about dental health, demonstrating how Colgate’s “Oral Health Movement” and its instant AI-generated dental screening reports have empowered them with more knowledge about their own oral health. This approach highlights the accessibility and effectiveness of the initiative in making oral health information available to everyone.

    Speaking on the Movement, Colgate-Palmolive (India) Ltd executive vice president, marketing Gunjit Jain said “While 90 per cent of Indians have an oral health issue, only nine per cent visit a dentist. Most people are not aware of the issue and realize it only when it deteriorates into a painful problem. At Colgate, we believe that it’s our responsibility to help elevate India’s oral health awareness and access. With the Oral Health Movement, we’re unlocking this by placing a free, whatsapp-based, AI-enabled, dental screening tool in the hands of millions of Indians. People can now take charge of their oral health by getting more knowledgeable and proactive. Our new campaign uses engaging content across an omni-channel and performance-driven media stack to encourage people to adopt this tool.”

    The campaign goes live across television and digital platforms like Google, Facebook, Instagram and YouTube starting 15 Nov. In addition to the awareness leg, this campaign will also have a large-scale performance marketing mix leveraging tools like Google Performance Max, META CAPI, etc. along with partner tie-ups. There will also be on-ground activations in retail stores, housing societies, bus stations, corporate offices among other touchpoints nationwide along with influencer partnerships to maximize screenings. Through the Oral Health Movement, Colgate aims to reach over three million Indians, contributing to its mission of improving Oral Health awareness and practices across the country.

    Speaking on the campaign, Ogilvy executive creative director Juneston Mathana said, “One truly becomes an expert at something when one has expert knowledge of it. Colgate’s free AI-enabled dental screening aims to democratize expert dental knowledge. Rightfully so, our films feature people flaunting that expertise while ironically failing to perform simple day-to-day tasks. The contrast in their vocabulary is something Hemant Bhandari, our director, has captured in the most engaging way.”

    The first campaign film depicts a family scene where a father and his daughter casually discuss complex dental terms, showcasing their newfound expertise. The second film is set in an office, where two colleagues compliment each other’s dental features using expert terminology. Both scenarios aptly contrast the characters’ dental knowledge with their everyday struggles like hair-braiding and rangoli-making.

    Both films conclude with Colgate encouraging viewers to participate in the movement. It prompts the audiences to scan the QR code across , upload images of their mouth and get a quick AI-enabled dental screening report on whatsapp.

  • Colgate Total unveils its new campaign ‘Har Bite Ho Right’

    Colgate Total unveils its new campaign ‘Har Bite Ho Right’

    Mumbai: Colgate-Palmolive (India) Ltd has launched a campaign for Colgate Total that encourages consumers to focus on proactive oral care. A recent Colgate study found that nearly half of Indians report dental problems, leading them to change their eating habits unconsciously. The new TVC for Colgate Total toothpaste highlights the product’s advanced science, which offers protection against issues like bad breath, yellowing teeth, and cavities, helping consumers maintain their eating habits without compromise.

    Conceptualised by team WPP@CP,  the campaign showcases Colgate Total’s patented DZA (Dual Zinc + Arginine) technology that 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.

    Speaking about this newest campaign, Colgate-Palmolive (India) Ltd executive vice president, marketing Gunjit Jain 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, 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.”  

    WPP@CP executive creative director Juneston Mathana, while speaking about the campaign quoted, “The thing about ‘relatable behaviour’ is that you have to show it in the most relatable way. But just that could also get boring. So we introduced a little rhythm & rhyme with our partner-in-crime – Vishwesh Krishnamoorthy from Corcoise Films to make people aware of the subconscious compromises others are making out there. The result left people with something to chew on.”

    Disclaimer at the end of the note: Total protection refers to common oral cosmetic problems like bad odor, yellowness of teeth, cavities, etc.

  • Palmolive unveils its body wash campaign

    Palmolive unveils its body wash campaign

    Mumbai: Palmolive, the personal care brand from Colgate-Palmolive India, has announced the launch of its first-ever mega campaign featuring its body wash range! In this campaign, Palmolive showcases its hero aroma range comprising five variants, including the three newly launched variants, each crafted with unique fragrances —Absolute Relax, Morning Boost, Forever Happy, Sweet Delight, Alluring Love. Infused with extracts of rich, natural ingredients, Palmolive body washes are crafted to transform your daily showers into an aromatic, sensorial experience.

    Palmolive defines an elevated category code with this campaign, using the contrast of the chaos of urban life intersecting with dreamy shower moments. Amidst the rushedness of city living, the protagonist finds a moment to slow down with the aromas of Palmolive body wash. Through the sensory journey of her shower experience, the brand encourages everyone to elevate their mornings with Palmolive.

    “Palmolive is a strategic & integral part of Colgate-Palmolive. We are the pioneers of the body wash category in India and it is important for us to reinforce in the consumer’s mind Palmolive’s natural, aromatic bathing experience. To do this, we felt there is a need to address the reality of our consumer’s life. Our target audience is always on-the-go, always rushed, always ON. Her busy daily routine offers her no moment to pause —however, indulging in the simple pleasure of a sensorial Palmolive shower can be just that! Through this campaign, we encourage our consumer to take a  moment to slow down and savour the feeling, every day.” said Colgate-Palmolive director – oral beauty & personal care marketing Swati Rao Jeyakumar.

    She added, “Our body washes are curated with rich aromas that truly deliver superior and sensorial shower moments. We aim to position Palmolive as a premium, natural brand that offers an elevated bathing experience.”

    WPP@CP executive creative director Juneston Mathana commented, “If the brand has taken a stance to move beyond only functional benefits and redefine the category, then it’s only natural for the communication to do the same. The idea of a floating bathtub gently drifting above the hustle and bustle of the city didn’t just sound refreshing, but also exciting. It’s an image that will forever be inviting, like the magic carpet ride. And bringing this beautiful vision to life was the masterful Sachin Kotre and his team from Lensflare Films”.

  • Colgate Active Salt redefines oral hygiene with a new and improved formula

    Colgate Active Salt redefines oral hygiene with a new and improved formula

    Mumbai: Colgate-Palmolive (India) Ltd has announced the launch of the renewed Colgate Active Salt, setting a new benchmark in oral hygiene solutions with an improved formula that tackles oral problems right at their inception.

    Since 2005, Colgate Active Salt has served the nation by addressing early oral concerns, leveraging the unique benefits of salt ingrained in Indian oral care traditions. It is also Colgate’s number one brand in Tamil Nadu. Building upon this legacy, the all-new Colgate Active Salt introduces an improved and more potent formula to nip oral problems in the bud.

    Speaking on the launch, Colgate-Palmolive India Sr marketing manager Ayan Guha said, “By unveiling the upgraded Colgate Active Salt, we celebrate the timeless wisdom ingrained in the power of salt, enhanced by Colgate’s science-led approach. Supported by a new campaign, we continue the journey of dramatic Colgate Active Salt advertising that has made the brand iconic over two decades.”

    WPP@CP executive creative director Juneston Mathana added, “Whoever says they don’t fear the consequences of dental pain is clearly lying. We’ve all felt it, we’ve all feared it. It’s a pain that sends shivers down the spines of the most powerful people out there. This idea got our director, Harshik Suraiya, excited because it exposes our vulnerabilities in a relatable and light-hearted way.”

    The ad film aims to underscore the importance of proactive oral care in an engaging manner, featuring a victorious politician, riding high on his recent win, is abruptly interrupted by a toothache after indulging in celebratory sweets. The events that unfold thereafter serve as a vivid reminder that oral discomfort can strike unexpectedly but with Colgate Active Salt, you can say goodbye to pain and fear!

    The campaign has been rolled out in Southern and Eastern markets , across television, digital and other media platforms. Colgate Active Salt is available nationwide through both online and offline channels.

  • No more morning goof-ups with the all-new Colgate MaxFresh

    No more morning goof-ups with the all-new Colgate MaxFresh

    Mumbai: Colgate-Palmolive (India) Ltd, the market leader in oral care, introduces a refreshing and whimsical campaign that embraces the world of morning goof-ups. In a playful take on morning drowsiness, Colgate MaxFresh highlights the notion that when we’re feeling sleepy, we tend to deviate from our usual selves and commit amusing bloopers.

    Colgate-Palmolive India director, toothpaste (family & equity) marketing Anaswar Rajagopal expressed the inspiration behind the campaign, stating, “It is a universal truth that you don’t feel like yourself if you are not fully awake. Consequently, during such moments, you find yourselves making silly mistakes like- boarding an elevator without pressing the desired floor button, locking the house door only to realise that the car keys are left behind, or sending a long email and missing out on the attachment!

    Colgate MaxFresh understands you and gets you ready for a goof-up-free morning. The toothpaste ‘instantly’ wakes you up, with a burst of intense freshness, setting the tone for a vibrant start. With this ad film, we wanted to create exaggerations of possible slip-ups to drive home the message that brushing with Maxfresh gives you a jolt of morning freshness that makes you alert and wakeful.”

    About the film:

    The light-hearted ad unfolds with a groggy doctor walking in with a bed attached to his back to represent how he has still not fully woken up. Due to his grogginess, he makes a lot of funny goof-ups which surprises everyone around. The senior nurse comes to his aid by offering him the new Colgate Maxfresh with unique cooling crystals which refreshes him; post which he feels fully awake and ready. This quirky message emphasizes the importance of morning wakefulness to ensure you start the day goof-up free.

    This new campaign is accompanied with a product relaunch as well. The new Colgate MaxFresh toothpaste now has a superior technology that offers 10X longer lasting cooling* to consumers. A freshness experience so unique and intense that it will help you to truly wake up in the morning!

    WPP@CP Juneston Mathana talked about the campaign, “The last thing that needs to be a part of our morning routine is sleep. Sleepy mornings often end up becoming a recipe for goof-ups. We’ve all experienced it and probably also find it funny later. So when the idea of a person carrying his bed like a backpack was floated around by Priyanka Patyal from my team, we all woke up from our creative slumber. Even Harshad & Kainaz knew we had cracked it for Colgate MaxFresh. The toothpaste with cooling crystals that kicks the sleep out of you. Directed by Ayappa, this one is pure functional and pure fun.”

    Colgate MaxFresh is known for its commitment to delivering superior and innovative oral care products. This unique campaign not only highlights the brand’s dedication to freshness but also serves as a reminder of the positive influence it can have on individuals, even in the most demanding circumstances.