Colgate tells Divyashu Ganatra's inspiring story through new equity campaign

India’s first visually impaired paragliding pilot Divyanshu is the subject of Colgate’s latest equity campaign, which celebrates everyday heroes

e4m by exchange4media Staff
Updated: Jan 21, 2020 2:47 PM
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Colgate-Palmolive (India) Limited, the market leader in Oral Care in the country, celebrates Divyanshu Ganatra’s inspiring story under its ‘Smile Karo Aur Shuru Ho Jao’ equity campaign.

Divyanshu was only 19 years old when he lost his eyesight to glaucoma. As a child who dreamt of flying, his blindness couldn’t limit him from achieving what he wanted. He persevered to become not only India’s first visually impaired solo paragliding pilot but also a clinical psychologist, behavioural facilitator, and a self-made social entrepreneur. In 2014 he went a step beyond to found an NGO that works extensively towards inclusion via sports for persons with and without a disability.

 In Divyanshu’s words, “When you Smile, it’s problem solved.” Colgate captures Divyanshu’s courageous journey and his indomitable spirit;  you can watch the video here in EnglishHindiMarathiBengaliTelugu, and Tamil.

 Under the equity campaign of Colgate’s ongoing ‘Smile Karo Aur Shuru Ho Jao’ campaign, the brand has earlier narrated inspiring stories of Haimanti Sen, the 22-year-old college student who turned a skywalk into a classroom for the underprivileged; Anand Arnold, the first Indian wheelchair bodybuilder, and that of Yashaswi Jaiswal, the youngest Indian to score a double century in the history of 'List A' Cricket.

Commenting on the new TVC,  Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited said, “We truly believe that a Smile signifies optimism and our brand expression ‘Smile Karo Aur Shuru Ho Jao’ builds on the real-life stories of everyday people to inspire hope and start afresh. The story exemplifies Colgate’s message of overcoming adversity and life’s challenges with the positive power of a Smile. Such important stories of real people help us spread the message of conquering fears and our inhibitions with a Smile.”

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