Ad Campaigns
Colgate urges consumers to take a smile break this IPL season
Mumbai: As millions of us are glued to the all-new season of Indian Premier League (IPL), Colgate-Palmolive India’s campaign “Indian Sweets League” works as a clever reminder to do something we often miss after the celebrations; brushing our teeth at night. Indian Sweets League is a unique collaboration with JioCinema & Indian Premier League (IPL) as part of Colgate’s #BrushTonight initiative aimed at raising awareness about oral health.
We have all had that moment, hooked to our TV screens munching on food, as the stadium roars in anticipation. The last ball is bowled, deciding the fate of the match. We jump with joy and are ready to celebrate the win with a yum dessert.
With cricket legends Suresh Raina and Zaheer Khan leading the charge, “Indian Sweets League” takes forward the narrative of encouraging consumers to adhere to the crucial practice of brushing teeth before bedtime after indulging in sweet delights.
The campaign promises to deliver a mix of fun banter, match predictions, and a focus on night time brushing. The campaign encourages viewers to take a ‘strategic timeout’ every night to brush their teeth, thus ensuring a winning smile.
Colgate-Palmolive India EVP marketing Gunjit Jain said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”
Wavemaker India, GroupM chief client officer & office head, West, North & East Shekhar Banerjee said: “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”
Each IPL match night will see a new edition of the “Indian Sweets League”, adding an extra layer of excitement to the cricket viewing experience. So, as you cheer for your team’s victories, do not forget to #BrushTonight.
You can catch Colgate’s “Indian Sweets League” every night during the IPL matches on JioCinema. Join in the fun, enjoy the matches, savour your favourite sweets, and remember to always end your day on a high note with a winning oral care routine.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
