The evolution of Colgate Dental cream / Andar se strong.

Colgate’s, main brand … almost 70% of their sales … was Colgate Strong Teeth (then known as Colgate Dental Cream).
The product always sold on the premise of anti cavity protection. After five years of pushing the brand in a slightly more emotional space, the client was ready to leave the baggage of cavities behind and move forward with the brand’s equity promise of trust, protection, and optimism,. Thus in 2018, we relaunched the brand with ‘andar se strong’ campaign, which encouraged mothers to raise their children to be strong, independent people who will stand up to wrong.

The ad was an instant hit, and the brand roped in Dhoni and Deepika as part of the campaign. The ‘Football’ TVC was even declared the ‘Best TVC of the year’ in the global Colgate network — another first for the agency.

The second TVC has also made its mark, and both commercials are being adapted for all Asian markets, including China.