MS Dhoni shares screen space with wife, shares inner strength in Colgate ad

Oral care brand Colgate-Palmolive (India) Limited has launched a new TVC featuring cricketer MS Dhoni and wife Sakshi Dhoni, as part of Colgate Strong Teeth’s ‘Andar Se Strong’ campaign. It emphasises that Colgate Strong Teeth toothpaste adds natural calcium to one’s teeth, thereby making it strong from within.

Dhoni, while sharing the screen space with his wife, talked about his inner strength that helped him in both his personal and professional journey. Speaking about getting through tough times and making demanding decisions, Dhoni recalled the time his daughter Ziva was born -- while he led the Indian team during the World Cup. The couple talks about how it was an extremely hard choice that Dhoni had to make to stay with the team and focus on the challenge at hand -- a display of his inner strength.

Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited, said, “The ‘Colgate Andar Se Strong’ campaign further reinforces our commitment to providing the most advanced oral care solutions to meet the everyday needs of Indian consumers. MS Dhoni is an exemplary personality and we are proud of his association with Colgate. We launched the ‘Colgate Andar Se Strong’ campaign on our flagship brand Colgate Strong Teeth, with Deepika Padukone and MS Dhoni as the ambassadors, who speak of how their smile reflects their inner strength... and how it helps them go forth in challenging times. As a brand, Colgate Strong Teeth toothpaste adds natural calcium to one’s teeth, making the teeth strong not just from the outside but also from within.”

The ‘Andar Se Strong’ campaign was launched in November 2018 with a TVC featuring actress Deepika Padukone and her mother.

The campaign is being supported by a 360-degree marketing campaign across multiple touch points.

Sanjay Sipahimalani, Creative Director, RedFuse Communication, said, “Our ‘Andar Se Strong’ campaign highlights the role that your inner strength plays in helping you face tough situations with a smile. In this spot, Dhoni speaks from his heart to show how inner strength enabled him to choose responsibility over personal happiness during the 2015 World Cup.”

The TVC:

Credits:

Client: Colgate-Palmolive (India) Limited

Creative Agency: Redfuse Communications

Creative Director: Sanjay Sipahimalani

Production House: Cutawayy films

Director: Arunima Sharma

Languages: Hindi, Tamil, Punjabi, Marathi, Bengali, Telugu, Kannada, Malayalam, Oriya, Bhojpuri, Assamese, Gujarati 

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