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With Colgate Sensitive you don’t have to give up tea!

The campaign, created by Red Fuse, sends out the message that the Sensitive Pro-Relief provides instant relief from sensitivity while allowing you to continue enjoying your favourite food and beverages

BestMediaInfo Bureau | Mumbai | December 2, 2013

Click on the image to watch the TVC.

Sensitive teeth is a rising problem. If one drinks something too hot, he loses sensation; if he drinks something too cold, it starts paining. To solve this problem, Colgate-Palmolive (India) has launched Colgate Sensitive Pro-Relief.

Colgate Sensitive Pro-Relief is India's first and only toothpaste clinically proven to provide instant and effective long-lasting relief from sensitivity. Making sure that the toothpaste reaches those who require it, Colgate has launched an integrated marketing campaign. The campaign, conceptualised by Red Fuse Communications, tries to demonstrate how Colgate Sensitive Pro-Relief provides instant relief from tooth sensitivity.

While tooth sensitivity is increasing, awareness about it is remarkably low in India. A survey conducted by Colgate-Palmolive (India) and Nielsen reveals that sensitivity is one of the top oral care problems and is faced by 40 per cent Indians.

Consumers suffering from tooth sensitivity tend to cope with it by avoiding cold, hot and sour food and beverages which intensify the problem. If the problem is not addressed soon, it can, over a period of time, impact their ability to enjoy everyday food items such as the daily cup of tea.

The 30-second TVC opens with a man sipping a cup of tea. But as soon as he takes a sip, his tooth aches and his wife, sitting beside him, suggests that he should forget about tea. The same thing happens in his office and in a cafe where he is given the same suggestion by a peon and by his friends. The scene then changes to a dentist who explains how Colgate Sensitive Pro-Relief can actually solve this problem by tackling it quickly. It ends with the same man saying: "Chai bhool jayoon? Kabhi Nahi" (Forget tea? Never).

Zubin Tatna, National Director - Planning, Red Fuse Communications, said, “A nice, hot cup of tea adds freshness to our mornings and keeps us invigorated during the day. For Indians, tea is an integral part of our daily lives. Unfortunately, those who suffer from tooth sensitivity tend to quit tea and other food items that aggravate the problem. Based on this insight, the new integrated marketing campaign aims at communicating the message that Colgate Sensitive Pro-Relief provides instant relief from sensitivity while allowing you to continue enjoying your favourite food and beverages.”

The campaign will be supported by a mix of communication and activation. Traditional media such as TV, radio, print as well as retail, digital and other professional channels would be covered in the media mix.


Client: Colgate-Palmolive

Agency: Red Fuse Communication

Red Fuse CEO: Shubha George

Vice-President: Viswanathan Ganesan

Executive Creative Director: Sanjay Sipahimalani

Creative Director: Shahrukh Dandiwala, Kaajari Tiwari

Account Executive: Vishwa Vyas

Director: Naren Multani

Production House: 200 Not Out

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