makeO toothsi has roped in cricketers Harbhajan Singh and Yuzvendra Chahal for their IPL 2023 campaign #SmileKaChampion.
The brand has tied up with the cricketers to define the characteristics that make a true champion. In it, the brand draws parallels between a Champion on the cricket field and their clear aligners.
The campaign humours the Indian audience with reels of cricket legends showing off what factor makes them a Champion.
Starting with Bhajji who is shown trying multiple activities that he's got no expertise in, such as hula hooping, skipping and salsa dancing. Mid-way, he gives in and starts doing bhangra – a quick reminder of how the audience loves his carefree nature.
Singh then goes on to share an expert advice, “log sach kehte hai, expert ka kaam ussi ko saaje, ussi se toh bante hai woh champion” (It’s true what they say, leave it to the experts, that’s what makes them a champion), before putting on makeO toothsi’s clear aligners to share “Jaise yeh, aapke daanton ke gap aur tedhe-medhe daant fix karne ka expert hai. 100 se bhi jyaada orthodontists and dentists ki backing hai aur US FDA cleared bhi hai” (An expert in fixing the gaps in your misaligned teeth, makeO toothsi is backed by 100+ orthodontists and dentists and is US FDA-cleared).
This is followed up with a reel by Rajasthan Royals’ ace cricketer Chahal sharing how both him and makeO toothsi keep things easy. The reel starts on a tense note where Yuzi is debating how to bowl a game-changing ball, when at the peak moment, the tension is broken with Yuzi’s innocent “itni tension?” (so much stress?), “Aise nahi bante champion. Confuse nahi karte. Champion rakhte hai cheezein simple aur easy, jaise main aur mere makeO toothsi clear aligners” (Champions don’t confuse people, they keep things simple and easy, like me and my makeO toothsi clear aligners). Yuzi goes on to wear the aligners and quickly remove them to eat a snack, showcasing just how easy the process is.
Ending on a simple note, Yuzi claims “makeO toothsi clear aligners, easy peasy hai, tabhi toh smile ka champion hai” (makeO toothsi clear aligners, they’re easy to use, that’s what makes them a champion of smiles).
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