Colgate India highlights the power of optimism in new campaign

  • The new brand thought ‘Smile karo aur shuru ho jaao’ (smile, and get started), is in line with its brand purpose of ‘Everyone deserves a future to smile about'
  • Colgate has been riding on the higher-order calling advertising, moving beyond the functional aspect of the brand

New Delhi: Oral care brand Colgate India, which has been harping on the strength and gum health proposition, has tweaked its brand philosophy that underscores the positive role of optimism while starting new journeys. The new brand thought ‘Smile karo aur shuru ho jaao’ (smile, and get started), is in line with its brand purpose of ‘Everyone deserves a future to smile about'. Colgate-Palmolive (India) Ltd, which owns brand Colgate, has rolled out two new television spots sensitively nuanced to bring to the fore the brand message.

Created by advertising agency RedFuse Communications and produced by Equinox Films, in one of the television ads, a slightly-nervous young woman is shown overcoming her doubts with a smile as she takes over the mantle of chief executive (CEO) from her father, while the second ad shows a woman, unsure at first whether she’d make a good mother, dons a smile of confidence and conviction bracing herself for parenthood as she adopts a girl.

“A smile is symbolic of hope, courage, confidence, and optimism — and those are exactly the sentiment we want to inspire among our consumers by encouraging them to 'Smile karo aur shuru ho jaao'. Wear your healthy and confident smile and face the world with optimism, and be assured that your smile is protected and cared for by Colgate, always," said Issam Bachaalani, managing director, Colgate-Palmolive (India) Ltd.

The company is currently promoting the campaign on television as well as digital and social media platforms. “'Smile karo aur shuru ho jaao' is a simple yet powerful message. In a world full of changes and opportunities, we believe an optimistic outlook can go a long way in fulfilling your aspirations and we hope to inspire this optimism, everyday in everyone," said Sanjay Sipahimalani, creative director, RedFuse Communication.

Colgate has been riding on the higher-order calling advertising, moving beyond the functional aspect of the brand. Recently, it showed real life stories of consumers and also leveraged its brand ambassador Deepika Padukone to share her story and belief that one’s inner strength shows through when you can smile in tough times.

According to Samir Datar, head of strategy at advertising agency Hakuhodo India believes that mostly the onus to shift the conventional communication is usually on the challenger brand or a market leader. “Otherwise the brand category, in question, keeps communicating the same thing over and over," he said. While Datar noted that the adoption campaign subtly brings out the human emotions, the CEO film seems cliché.

“In the adoption film, the situation itself is wonderful. Increasingly couples are opting for adoption and there is always a fear if they can be good parents so yes that first meeting, it is tough to be confident and smile is the start of a new life. The CEO film perhaps is a cliché," he added.

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