Colgate urges consumers to take strategic timeout for their smiles

Delhi: Colgate-Palmolive India’s campaign “Indian Sweets League” aims to work as a reminder to brush teeth at night. 

Indian Sweets League is a collaboration with JioCinema and Indian Premier League (IPL) as part of Colgate’s #BrushTonight initiative aimed at raising awareness about oral health. 

With cricket legends Suresh Raina and Zaheer Khan leading the charge, “Indian Sweets League” takes forward the narrative of encouraging consumers to adhere to the practice of brushing teeth before bedtime after indulging in sweet delights.

The campaign encourages viewers to take a 'strategic timeout' every night to brush their teeth.

Gunjit Jain, Executive Vice-President, Marketing, Colgate-Palmolive India, said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

Shekhar Banerjee- Chief Client Officer and Office Head, West, North and East Wavemaker India, GroupM, said: “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night."