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Colgate mixes reality in Sensitive Pro-relief campaign

To make gold standards in the oral-care segment, Bates 141 has put forth the 'chill tests'; watch the TVC here.

Neha Saraiya | Delhi | June 16, 2011

Tooth sensitivity as an issue is still in its nascent stage in India and so are the products catering to such patients. Thus putting an end to this problem, Colgate-Palmolive recently launched ‘Colgate Sensitive Pro-Relief’ toothpaste in the oral-care segment. And what better way, to spread a word about the new offing, then to take real life-cases, suffering from it. Thus stressing on the same fact, Bates 141 conceptualized the idea behind the campaign. The  agency  auditioned around 100 odd people under a supervision of a professional dentist and conducted “Chill Tests” on them, to ensure that the cases they were short listing for the commercial only suffered from the issue of ‘sensitivity’ and not any other problems like root canal, tooth decay et al.

Thus after the first round of screening, finally the creative agency zeroed in a total of 25-30 people, invited at a pre-decided location, whose ‘Chill tests’  are replicated in the commercial in real life. The shooting for the commercial took place over a period of five days wherein the English version was shot for 2 days, Hindi Version for 2 days and the final day being kept as a reserve for back up shots.


Speaking about the campaign, Mukul Deoras, Managing Director, Colgate-Palmolive (India) Limited, says, “Tooth sensitivity is an oral condition that affects up to 57 per cent of consumers worldwide. Our new campaign for Colgate  SensitivePro-Relief toothpaste captures the reaction of real sufferers to our new revolutionary toothpaste. This is the first time that we have engaged with real consumers in India to communicate the oral care concern of tooth sensitivity as well as to introduce a new product to the wider audience. We are thrilled with the way the TVC has panned out and believe that the message of the efficacy of the product will get communicated across in an effective way.”

The TVC has been launched in a long format i.e of 60 seconds duration, but eventually would be rolled out in smaller formats also. Though the idea of proving the product efficacy through 'live' product test with real consumer is quite alluring, but at the same time capturing the dramatisation of the pain factor of a consumer has been a challenging task.  Savio Sequeira, Managing Director, Colgate Team, Bates 141 explains, “ It was pretty serious atmosphere on the sets filled with lots of anxiety as we were asking consumers to first apply our product and then gulp down a glass of cold water to test the sensitivity aspect. But it was interesting to see that how relieved they were after they discovered the product actually working on them. Infact, to catch the right aesthetics we even chose the director that has a lot of experience of real shows like Roadies ”

There is a 360 degree campaign planned to support the launch campaign spanning across multiple channels like print, online, PR, activations, radio, mobile and retail. As part of activation programmes ‘Chill tests’ will also be conducted across the country for consumers to experience the new innovation first hand in retails shops like Big Bazaar and Star Bazaar et al.

The agency is also adopting the sampling route along with the in-programme innovation placement on popular TV shows. It has even launched an online website-colgatesensitive.co.in wherein a consumer can visit the site and share their experiences.  At the other level, dentist across the country would also be made part of various workshops and seminars to spread awareness about the product.


Ad Agency: Bates141

Account Management: Savio Sequeira, Aneesa Janjira, Amey Gangoli & Kruti Upadhyay

Creative Team: Juhi Chaturvedi & Chondamma Cariappa

Films Department: Amol Sonawane

Production house: Colosseum

Production Team: Director: Maya Rao Producer: Vivekanand Dhonde (Colosseum)


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