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Click on the Image to watch the TVC.
Whistle, the cosmetic dentistry brand, in partnership with Clove, the dental chain, ventured into the domain of invisible aligners this September.
In a sea of sameness, where every brand prioritises functionality and the quest for a perfect smile, Whistle injected a touch of humour into its campaign, offering a unique and refreshing communication style within the category.
Drawing from consumer insights and interviews, Whistle discovered that young adults, navigating a world obsessed with glamour and first impressions, often feel embarrassed by their imperfections.
Wieden+Kennedy India responded to this insight by creating a film that addresses how Whistle can assist in addressing teeth imperfections, which often result in embarrassment and a dent in confidence. The narrative revolves around an individual striving to navigate daily tasks but facing challenges due to this unique issue.
W+K is also behind the brand name, baseline and the new brand/visual identity which will pan out at different touch points along this film campaign.
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Amar Singh, Chariman and CEO Clove Dental said, “Explaining the need and benefits of a new product in a new category is a challenging job. The W+K team understood the product and researched consumer needs and developed a great campaign”.
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Santosh Padhi (Paddy) Chief Creative Officer of W+K, said, “The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it. The icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region”
The film:
Credits:
Creative team: Santosh Padhi (Paddy), Anuja Kanure
Account management: Shreekant Srinivasan, Snigdha Jha, Preksha Shinde, Raghav Bahl Planning: Anirban Ro
Production House: LoudMouth
Director: Aakash Bhatia
Producer: Monisha Khanna