Ad Campaigns
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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
