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Oral Care Campaign In 'Un Oral Care' Language

Anchor Toothpaste launches a new campaign conceptualized by Ogilvy Mumbai.

Nirbhay Taneja | Delhi | July 26, 2010

When was the last time you changed your toothpaste? Unlike other FMCG brands, toothpaste brands ride high on loyalty.

Anchor Toothpaste has used the same loyalty to create its new campaign conceptualized by Ogilvy Mumbai.

Anchor Health & Beauty Care Pvt. Ltd. began its foray in the FMCG space with the launch of Anchor White toothpaste which redefined the dynamics of the toothpaste market by being the first 100 percent vegetarian toothpaste. Today ‘vegetarian’ has become a mandate in India.

[youtube]http://www.youtube.com/watch?v=VeLYOlxmrgo[/youtube]

The category is dominated by the big fight between the oral care giants Colgate and Hindustan Unilever. With everything from cavity control to germ protection to 12 oral care benefits being offered by these giants, it was critical for Anchor to find and tell a new story. Strong teeth, the final proof of good oral care is the story that Anchor decided to own and communicate, but in a completely 'un oral care' language.

Sanjay Shah, Managing Director, Anchor Health & Beauty Care Pvt. Ltd. says, "In a market that was slicing the propositions into infinite permutations and combinations, we decided to get back to the basics - Strong Teeth.’

Abhijit Avasthi, NCD Ogilvy & Mather, India says, "Besides talking about the product we wanted to up the imagery of Anchor toothpastes. Toothpastes have by and large done formulaic advertising. Neither the client nor we believe that there is a prescribed way of doing communication for oral care products. Our attempt was to do a nice fun commercial which is entertaining and rooted in a product benefit, set in a relevant context like eating. We believe the proposition of 'Daant fit toh life fit' will ring true with everybody and it’s a platform that is vastly extendable."

Credits:

Client: Anchor Health & Beauty Care Pvt. Ltd. Brand: Anchor White Toothpaste Agency: Ogilvy & Mather, Mumbai Creative Team: Abhijit Avasthi, Ashish Naik, Anurag Agnihotri Account Management Team: Deepika Tiwari, Shivali Moray, Melvin Dass, Dhrupad Kaplish Planning Team: Kawal Shoor, Neeraj Bassi Films Team: Vikram Bangera, Sameer Viegas Production House: Corcoise Films Director: Prasoon Pandey

Nirbhay.Taneja@BestMediaInfo.com

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