Colgate's new campaign emphasizes the importance of inner strength

The two TVCs- one with Deepika Padukone and her mother, and another of a young, confident girl who loves playing football highlight how a confident smile is a symbol of inner strength

Deepikacolgate

Colgate-Palmolive (India) Limited has launched ‘Andar se Strong’, a new campaign for its flagship brand Colgate Strong Teeth by revealing two new TVCs and a packaging change, after over a decade. Both the TVCs convey how Colgate Strong Teeth adds natural calcium to one’s teeth, and are based on the theme that just like a mother raises her child to be strong from within, Colgate Strong Teeth too makes one’s teeth strong from within.

The first TVC shows the protagonist - a young girl - joining in to play football with a group of boys, overriding the resistance to her inclusion in the team with her confident smile and wit - a reflection of self-belief and inner strength. The second TVC features Deepika Padukone, shown alongside her mother - who has made the actress strong from within. Smiling during difficult moments, she says, symbolizes ‘inner strength’.

Speaking about the new Colgate campaign, Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited, said, “Colgate Strong Teeth, our flagship brand, has been in India for over 80 years, and I'm delighted to announce our new brand campaign called 'Andar Se Strong' featuring Bollywood actress Deepika Padukone. This campaign reinforces our promise to guard and nurture you and your family's smile, by keeping your teeth strong from within.”

Starting its journey in India in 1937, Colgate Strong Teeth is one of the most widely distributed Oral Care brands in the country. The Andar se Strong theme in the TVCs will be supported by a 360-degree marketing campaign to ensure that the new communication reaches consumers across multiple touch points. It will be available across various retail formats at a variety of price points starting from a Rs. 5 pack to a 500-800 g saver pack.

Speaking about the campaign, Sanjay Sipahimalani, Creative Director, RedFuse Communication, says, “In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest. Both the TVCs focus on ‘Andar se Strong’ stories but manifest in different ways. While the football TVC shows how breaking stereotypes and standing up for yourself takes inner strength, Deepika’s film is all about her personal ‘andar se strong’ story, which is what makes her the superstar and the person she is today.”

Deepika Campaign:

Campaign credits:

Creative Agency:Redfuse  Communications

Creative Head: Sanjay Sipahimalani

Production House: Cutawayy films

Director: Arunima Sharma

Languages: 12 regional languages*

Duration: 30 seconds

*Hindi, Tamil, Punjabi, Marathi, Bengali, Telugu, Kannada, Malayalam, Oriya, Bhojpuri, Assamese, Gujarati

Football Campaign:

Campaign credits:

Creative Agency: Redfuse Communications

Creative Head: Sanjay Sipahimalani

Production House: Equinox Films Director: Sandeep Modi

Languages: 12 regional languages*

Duration: 30 seconds

*Hindi, Tamil, Punjabi, Marathi, Bengali, Telugu, Kannada, Malayalam, Oriya, Bhojpuri, Assamese, Gujarati

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