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Colgate rides the selfie wave

The digital campaign, created by Red Fuse Communications, aims to effectively communicate that white teeth can enhance not only one’s smile but also one’s selfie

Sarmistha Neogy | Mumbai | June 23, 2014


Selfie is the new buzzword, and every brand is trying to ride the ‘selfie wave’ by launching campaigns around it. The latest to join the bandwagon is Colgate with its digital campaign titled ‘Visibly White Selfie’. Red Fuse Communications has designed and implemented this campaign which aims at communicating that white teeth can enhance one’s smile and also add glamour to one’s ‘Selfie’.

Commenting on the brief, Soumya Ranjan Panda, Business Director (Digital), Red Fuse Communications, said, “We had to build the momentum around the brand and engage the audience. We thought why not take the ‘selfie wave’ ride, but also at the same time kept in mind not to force feed the audience. So it is not a contest and there is no gratification at the end of it. All we want is to build awareness around health and beauty.”

Shubha-George-capShubha George, CEO, Red Fuse Communications, added, “We realised that consumers spend a great deal of time on their looks but not on their teeth. Often a beautiful picture with a charming smile is marred by discoloured teeth. We wanted to communicate that it is important to make sure that one’s teeth also look their best to complete the beauty regimen.”

Through this campaign the agency will engage with audiences on digital platforms to emphasise how Colgate Visible White enhances their selfie by making their teeth one shade whiter in just one week. The campaign will pose the question: ‘Your Selfie is incomplete without a picture perfect smile. Are you ready for your best Selfie?’ In response to this question, users need to click selfies and upload their best pictures on Colgate India’s Facebook page or through the mobile app. They can enhance their smile and whiten their teeth with Colgate Visible White tool.

The perfect Selfie uploaded will be autographed by Bollywood actress Sonam Kapoor. At the final stage, there will be an option for the users to share their selfie on the other social networking sites and flaunt it to their friends. The campaign ends on June 30, 2014.

Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide. The Red Fuse team comprises Colgate-Palmolive’s agency partners including MEC, Bates CHI, Quasar, Dialogue Factory and Wall Street.


Agency: Red Fuse Communications

CEO: Shubha George

Business Director (Digital): Soumya Ranjan Panda

Creative Director:  Shahrukh Dandiwala

Copywriter: Anshuman Mukherjee

Account Executive: Rahul Mundhra

Business Manager (Digital): Neeraj Mishra

VP (Advertising): G. Viswanathan

Senior Business Director (Media): Atrayee Chakraborty

National Director (Planning): Zubin Tatna

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