MAM
Upgrade to whole-mouth-health with New Colgate Total toothpaste
MUMBAI: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched its New Colgate Total toothpaste with an innovative formula offering multiple benefits to provide superior Oral Care to protect not just the teeth, but also tongue, cheeks and gums. Hence, the New Colgate Total urges consumers to ‘Upgrade to Whole Mouth Health.’
Colgate communicates about the New Colgate Total in a fun way through The Singing Dentist, a UK-based dentist named Milad Shadrooh, in a playful song called ‘Brush Them Well’, a parody of the popular Bollywood track ‘All Is Well’. Featuring in the video alongside The Singing Dentist are three other well-known celebrities – Yasmin Karachiwala – one of the most celebrated fitness trainers in Mumbai, Manish Paul – Bollywood actor and stand-up comic, and Pranitha Subhash – South-Indian actress. Sung by The Singing Dentist (Milad), in his characteristic comical manner, the parody video features all the four popular icons as they dance along, while conveying the significance of ‘whole mouth health’, ensured by the New Colgate Total. This campaign is conceptualized by FoxyMoron and created by The Rabbit Hole in association with Red Fuse Communications.
Mr. Arvind Chintamani, Vice-President Marketing, Colgate-Palmolive (India) Limited said, “The New Colgate Total offers ‘holistic’ oral-health. It fights germs not just on the teeth but also on the tongue, cheeks and gums, for up to 12 hours, helping one achieve ‘whole mouth health’. To communicate the product’s multiple benefits we have created a clutter-breaking campaign for social-media, with Singing Dentist -Milad Shadrooh, and 3 other popular youth icons. Through a parody based on Bollywood’s popular ‘All is Well’ song, the product’s benefits are conveyed in an interesting and engaging manner that builds an instant connect with our consumers and helps them internalise the message. We are confident of its appeal to our audience.”
Speaking about his collaboration with New Colgate Total, Milad said, “I am very excited to be collaborating with Colgate to create my first Bollywood inspired parody! I have always aimed to deliver key oral health messages in a fun and positive way and I am passionate about treating oral health as part of our overall health. As a dentist, I have always tried to educate my patients to clean their teeth. Teeth make up 20% of the mouth, the remaining 80% are the tongue, cheeks and gums and these surfaces harbour bacteria as well, needing a similar level of protection as teeth, to achieve whole mouth health. The new Total toothpaste does exactly that as it focuses on whole mouth health and spreading this message, in the Singing Dentist style, was a great opportunity! And of course, my eyebrows were very excited to join in too!”
The New Colgate Total provides excellent protection against plaque, gum problems, stains, tartar and cavities – plus additional new benefits like:
Suitable for sensitive teeth
Instant neutralization of odors associated with bad breath
New cooling flavors for lasting freshness
The New Colgate Total is available across various retail formats at a variety of price points starting from a Rs. 97/- pack to a Rs. 184/- pack.
The New Colgate Total was launched with a video communication on YouTube and other social media channels at the beginning of the year, persuading consumers to – Upgrade to Whole Mouth Health. During the launch phase, Colgate played special demo videos and used informative POP material to educate consumers to take care of their teeth, tongue, cheek and gums with New Colgate Total across their retail footprint. Additionally, for an increased ‘word of mouth’ and better impact,
Colgate employed unconventional ‘out of home’ channels, like tying up with PVR Cinemas to surprise movie-goers at 10 PVR outlets across Mumbai, Delhi, Bangalore and Chennai, by offering them a seat-upgrade just before the start of the movie, truly demonstrating the meaning and benefit of an ‘upgrade’. This campaign too was much appreciated by cine-goers, who enjoyed such an instant-elevation and it generated a lot of positive social- chatter for the brand, firmly embedding and extending its message of – Upgrade to Whole Mouth Health to a large audience base.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
