Anchor White Toothpaste gets on the 'strength' bandwagon

Leo Burnett has worked on the new campaign 'Bindaas Daant, toh Bindaas Aap' which features two TVCs

BestMediaInfo Bureau | Mumbai | January 23, 2015

Click on the image to watch the TVC.

Leo Burnett has launched a new campaign depicting how one can stand up against wrongdoings for Anchor White toothpaste.  The campaign, under the tagline 'Bindaas Daant, toh Bindaas Aap', which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength. The first film titled 'Milkman' is already on air while the second is to follow later this month.

The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not  back out even as the odds are stacked against him, thanks to the toothpaste.

Noting that the work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers, Sanjay Shah, Managing Director, Anchor Beauty and Health Care, said, “We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

RajDeepak Das

RajDeepak Das, Chief Creative Officer, Leo Burnett added, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of 'making teeth so strong that they are not afraid of anything' into a bigger life context of fearlessness against wrongdoing. This takes India's mood of driving change and standing up for what you believe into a new high.”

Elaborating on the concept behind this particular campaign and consciously staying away from the stereotypical ads for this category, Rajeev Sharma, National Planning Director, Leo Burnett, explained, “In every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is 'strong teeth'. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed.  What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care.  So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”

“Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids' strong moral values are well supported with the physical strength of the teeth,” added, Vikram Pandey, Executive Creative Director, Leo Burnett.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative
Chief Creative Officer: RajDeepak Das
Executive Creative Director: Vikram Pandey (Spiky)
Creative Director: Brahmesh Tiwari
Art: Amit Thakur, Kiran Talegaonkar

Brand Planning
Rajeev Sharma (National Planning Director), Ajeeta Bharadwaj (Executive Planning Director)

Account Management
Rajiv Wadhwa, Vanita Dmello, Srishtee Vivek Gupta

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