Colgate Visible White / the shine song

With most of its young target audience spending
time online Colgate Visible white wanted to go digital.

So we started jamming on ideas and thought, how about a brand song?

Taking forward the jingle from our previous campaign, we wrote a song. A version in English, and another in Hindi. We called it ‘The Shine Song and for starters, the music video was made just using footage from old commercials both the versions were released on YouTube the response was overwhelming.

We were ready for version 2 and this time we collaborated with YouTube singing sensation Shraddha Sharma. Shraddha Sharma, a teeny bopper with a huge fan following on social media did her own version of The Shine Song, with her own music video…this time the response was even better,
over 2 million views in a week

After getting amazing responses from the two versions of The Shine Song, we wanted to hit the internet harder in the last quarter of the year. 
Arjun Kanungo, YouTube singing sensation and a heart-throb for millions of girls across the nation, was called in to do his version now. Only this time,
we got our brand ambassador Sonam Kapoor to star in the music video too.

The shine song:

https://youtu.be/mHUQI-QLnqw