Colgate goes disruptive for Active Salt Neem toothpaste

Created by Red Fuse Communications, the TVC continues with a celebrity, in this case Priyanka Chopra, posing the now well-known question, “Kya aapke toothpaste mein…?”

Shanta Saikia | Delhi | June 19, 2015

Click on the image to watch the TVC.

Colgate-Palmolive India recently launched another toothpaste variant to address the inflammatory gum problem of Pyorrhea – Colgate Active Salt Neem. The toothpaste is a 'Made in India' innovation from Colgate, developed on strong belief in dental benefits of Neem as an anti-germ, anti-inflammatory, anti-periodontic, and antiseptic solution.

To support the launch, Colgate has rolled out a TVC with Priyanka Chopra as the brand ambassador. The TVC has been conceptualised by Red Fuse Communications.

Around 95 per cent of Indian adult population suffers from signs of gum problems, as per studies. Pyorrhea is severe inflammation of gums and tooth sockets, which often leads to loosening of teeth and discharge of pus. The campaign, therefore, introduces Colgate's latest offering – Colgate Active Salt with Neem – that helps keep Pyorrhea away and provide healthy tight gums. The product and the campaign encapsulate strong belief in oral care benefits of Neem. This innovation is rooted in the Indian insight of the Neem plant's therapeutic oral care properties.

The TVC shows the protagonist (a young man) and his wife enjoying a meal at a roadside dhaba. Just when he bites into a radish, he notices blood on the radish, a sign of gum bleeding/ Pyorrhea. Suddenly, Priyanka Chopra lands on to the location from a nearby tree and asks the protagonist, 'Kya apke toothpaste mein namak aur neem hain?' She then goes on to detail the benefit of new Colgate Active Salt with Neem in fighting gum problems and providing healthy gums and hands over the pack to him and disappears, leaving everyone surprised.

“Kya aapke toothpaste mein…?” kind of question stirs a distinct memory of the old Colgate Active Salt ads, where celebrities playing reporters would pose the same question in a dramatic fashion. This question is now one of the iconic, most recalled taglines by consumers.

The ad has been directed by well-known filmmaker Pradeep Sarkar of 'Mardani' and 'Parineeta' fame.

Eric Jumbert, Director - Marketing, Colgate-Palmolive (India) Limited, said, “The new Colgate Active Salt Neem TVC delivers the new news in a disruptive format. We have been consistent with this kind of advertising format for our Active Salt equity. Consumers have liked it in the past, and we are confident to deliver the same impact this time around too. We are delighted to partner with Priyanka Chopra on this launch campaign, an inspiring personality and global superstar who embodies our brand values so well.”

Viswanathan Ganesan, Vice-President, Red Fuse Communications, added here, “Our advertising for Colgate Active Salt has always been engaging for the consumers. The brief to us this time was to create an exciting TVC for the new Colgate Active Salt Neem variant that brings alive the power of the product and builds back to the core brand equity. Set in an everyday dhaba situation, the TVC has an explosive entry by Priyanka Chopra, asking the iconic question “Kya aapke toothpaste mein namak aur neem hai?” The brand ambassador Priyanka Chopra's intrinsic energy, combined with filmmaker Pradeep Sarkar's unique narrative, has given us a memorable commercial. We are confident that the refreshed disruptive format of the TVC will appeal to all consumers.”

The TVC:

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

Credits:

Client: Colgate-Palmolive India

Brand: Colgate Active Salt Neem

Creative agency: Red Fuse Communications

Executive Creative Director: Sanjay Sipahimalani

Creative Director - Copy: Rohit Mukherjee

Creative Director – Art: Amit Malik

Vice-President: Viswanathan Ganesan

Associate Vice-President: Aneesa Janjira

Group Brand Manager: Samruddhi Roge

Brand Executive: Vishwa Vyas

Films Manager: Tasneem Rajgara

Production House: Apocalypso

Director: Pradeep Sarkar

Assistant Director: Tathagata Singha

Producer: Rachita Chowdhury

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