Indiantelevision.com Team

(9 October 2007 3:30 pm)

MUMBAI: Colgate-Palmolive wants to ensure that everyone's brushing their teeth right. To drive home the message to the masses, it has roped in Colgate MaxFresh brand ambassador Saif Ali Khan and tied up with the Indian Dental Association (IDA) to attempt breaking Guinness World Record in India of the most people brushing their teeth (multiple venue).

Under the 'Brush-Up Challenge', over 1,50,000 students from over 350 schools in 23 cities across India will attempt to create this record. The current record is 41,038, which is held by the Philippines. Khan will flag off the event and encourage the children in their record-breaking attempt.

The World Record attempt will see a centralized mass brushing mega event in Delhi where over 5,000 students from 7 schools will assemble and simultaneously brush their teeth as they attempt to break the world record.

Organised as part of the 4th edition of Oral Health Month (OHM), this world record attempt is aimed at boosting and spreading greater awareness about oral health in India, while teaching school children the right way to brush.

In addition to the centralized mass brushing event in Delhi, over 145,000 students from over 350 schools across 23 cities in India will also participate in satellite brushing events being held at various school venues. In Mumbai, over 13,000 students from 14 schools are taking part in this world record attempt.

Dental health packs will be provided to each student taking part in the attempt, which will include a toothbrush, toothpaste, bottled water and a suitable container for rinsing.

Students will be guided by dental professionals associated with IDA on the right way to brush. To qualify for the record, different schools from across the country will brush within the given time period.

Colgate Palmolive (India) Limited VP - marketing Prabha Parameswaran said, "In India, Colgate has been working towards better oral health awareness and promoting good oral hygiene for years. That is why, in 2004, we introduced the month-long Oral Health Month program in India with the aim of educating people on the importance of good oral health practices.

"This year, through this initiative, we hope to succeed in our endeavor to draw people’s attention to the importance of oral hygiene and the importance of brushing right."