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Colgate bats for inner strength in new campaign

Conceptualised by Redfuse Communications, the campaign comprises two ad films. In one TVC, Deepika Padukone and her mother are seen talking about what makes her strong from within. The other shows a small girl demonstrating her inner strength through a confident smile as she joins a group of boys in a game of football

Click on the Image to watch the TVC.

Colgate-Palmolive (India) Limited has launched ‘Andar se Strong’, a new campaign for its flagship brand Colgate Strong Teeth by revealing two new TVCs and a packaging change, after over a decade.

Both the TVCs, conceptualised by Redfuse Communications, emphasise the importance of one’s inner strength.

The first TVC shows the protagonist, a young girl, joining to play football with a group of boys, overriding the resistance to her inclusion in the team with her confident smile and wit — a reflection of self-belief and inner strength. The second TVC features Deepika Padukone, shown alongside her mother — who has made the actress strong from within. Smiling during difficult moments, she says, symbolises ‘inner strength’.

Speaking about the new  campaign, Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited, said, “Colgate Strong Teeth, our flagship brand, has been in India for over 80 years, and I'm delighted to announce our new brand campaign called 'Andar se Strong' featuring Bollywood actress Deepika Padukone. This campaign reinforces our promise to guard and nurture you and your family's smile, by keeping your teeth strong from within.”

Sanjay Sipahimalani, Creative Director, RedFuse Communication, said, “In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest. Both the TVCs focus on ‘Andar se Strong’ stories but manifest in different ways. While the football TVC shows how breaking stereotypes and standing up for yourself takes inner strength, Deepika’s film is all about her personal ‘Andar se Strong’ story, which is what makes her the superstar and the person she is today.”

The Andar se Strong theme in the TVCs will be supported by a 360-degree marketing campaign to ensure that the new Colgate Strong Teeth communication reaches consumers across multiple touch points. It will be available across various retail formats at a variety of price points starting from a Rs 5 pack to a 500-800 g saver pack.

TVC 1:


Client: Colgate-Palmolive (India) Limited

Agency: Redfuse Communications

Creative Head: Sanjay Sipahimalani

Production House: Cutaway Films

Director: Arunima Sharma

TVC 2:


Client: Colgate-Palmolive (India) Limited

Agency: Redfuse Communications

Creative Head: Sanjay Sipahimalani

Production House: Equinox Films

Director: Sandeep Modi

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