India has long embraced the idea of prolonging the use of everyday items. This cultural habit of extending an object’s lifespan, however, may not be ideal when it comes to hygiene. Many Indians continue using their toothbrushes far beyond their recommended lifespan, unknowingly jeopardising their oral health. Colgate saw an opportunity to do more than just inform; they sought to make people feel the urgency of change.
In March, visitors to Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo were met with a striking surprise. For five days, high-definition panels displayed the newly discovered flower species, the Indianis Dentris, in breathtaking detail. But behind the dramatic lighting, macro photography, and scientific descriptions, lay something unexpected: a close-up view of a worn-out toothbrush—the kind many Indians unknowingly keep in their homes long after its useful life has ended.
"Breaking through consumer inertia wasn’t easy. The biggest challenge wasn’t awareness, it was action," said Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited. "People know they should replace their toothbrush regularly, but they don’t. We had to break that cycle, not with facts alone, but with an experience that made them feel the urgency."
The Indianis Dentris, a symbolic flower with deep roots in Indian culture, not only showcased an essential national habit but reflected a behaviour in need of change.
"The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve," said Juneston Mathana, Executive Creative Director, WPP@CP.
Colgate’s campaign was more than just an awareness initiative; it was a bold intervention that transformed a simple, everyday habit into an unforgettable revelation. The campaign sparked conversations that went beyond the exhibition walls, altering how people view their toothbrushes and possibly even their daily routines.
