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Colgate’s latest ad features a “Toothless Granny” promoting Colgate strong teeth

Conceptualised by WPP CP team, the ad - titled “Paste Hi Nahi, Poshan Hai Ye” - marks the relaunch of Colgate-Palmolive’s Colgate Strong Teeth toothpaste

Click on the image to watch the TVC

To mark the relaunch of Colgate Strong Teeth toothpaste, Colgate Palmolive India has featured a “Toothless Granny” in its new ad to continue its focus on building healthy oral care habits.

The creative agency behind the new “Paste Hi Nahi, Poshan Hai Ye” ad campaign is WPP’s CP team.

The music for the new ad has been given by Subhajit Mukherjee, the ad is directed by Amit Sharma, and produced by Abhishek Notani and Chrome Pictures.

“For too long, we’ve focused only on nourishment for our body, skin or hair. But what about nourishment for our teeth?” said Colgate Palmolive in a social media post.

And as they say, only someone who doesn’t have something can appreciate the value of it more than others, in this case, it is the Toothless Granny who appreciates the value of strong teeth.

“We're thrilled to announce the relaunch of #ColgateStrongTeeth, fortified with cutting-edge Arginine technology. This unique formula supports remineralisation, adding teeth nourishment as well in your daily regimen and making them twice as strong!” the brand mentioned.

The ad opens with the Toothless Granny promoting the new Colgate Strong Teeth by saying out loud that she only buys the particular product. Upon hearing this, the granddaughter smirks and questions the Toothless Granny as to what does the product have in store for her, to which she replies, “Yahi toh poshan deta hai, meri kaatne wali machine ko!” 

The camera then focuses on the young girl who removes the outer layer of sugar cane, opens a plastic bag, cuts a tape, etc. with her teeth.


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