Colgate/ Smile karo shuru ho jao

It may surprise you to know that in its 140+ year history in the world, and 82 year history in India, that Colgate has never created an equity campaign. So when we were given a chance to be the first, we jumped at it.

Our brief was to capture the brand’s core belief of trust, protection and optimism along with their philosophy that everyone deserves a future they can smile about.

We designed this campaign around the insight, how beginnings are the toughest part when starting something new. Working on that we came up with ‘Smile karo, shuru ho jao’.

This message of optimism and action was delivered across media, and each touch point was treated as per its usability. Emotions ran high on TV, real people connected and inspired through digital, and media tie-ups were designed to make the average viewer at home feel like the message was for him or her. We even instituted a scholarship to help people on their journey, and give them the confidence to take the first step.

The campaign became an instant success and is continuing till date.,

 

Digital #smile karo shuru ho jao
(real people real stories)

 

print

print

Foundational suport

https://www.colgatecares.co.in/keepindiasmiling/get-started.html

Previous
Previous

Kaya skin clinic

Next
Next

Colgate Andar se strong