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As part of its mission to champion India’s Oral Health journey, Colgate-Palmolive (India) Limited, the country’s leading Oral Care brand, has announced the launch of its transformative Oral Health Movement. This unique AI-enabled initiative aims to encourage Indians to prioritise their Oral Health, while leveraging technology to bridge the gap between awareness and accessibility of Oral Healthcare in India.
Currently, 90% of Indians suffer from Oral Health issues*, yet 80% of urban Indians don’t brush twice daily, and a mere 9% visit a dentist annually. A comprehensive pan-India study conducted by Colgate and Kantar in 2023 highlights why prioritising Oral Health is more important than ever.
This nationwide, multi-touchpoint campaign is centred around an AI-enabled Dental Screening tool, developed in partnership with Logy.AI, that will encourage people to take charge of their oral health. By answering just a few questions and uploading three pictures of their mouth, users can instantly receive a free dental screening report. Following this, users are given the option to schedule a free consultation with a dentist at a location of their choice. To support this, Colgate has partnered with the Indian Dental Association (IDA) to leverage its network of 50,000 dentists across India.
The campaign features everyday Indians engaging in sophisticated conversations about dental health, demonstrating how Colgate’s Oral Health Movement and its instant AI-generated dental screening reports have empowered them with greater knowledge of their own oral health. This approach highlights the accessibility and effectiveness of the initiative, making Oral Health information available to everyone.
Speaking about the initiative, Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited, said, “While 90% of Indians have an oral health issue, only 9% visit a dentist. Most people are unaware of the issue and realise it only when it deteriorates into a painful problem. At Colgate, we believe it is our responsibility to help elevate India’s oral health awareness and access. With the Oral Health Movement, we’re unlocking this by placing a free, WhatsApp-based, AI-enabled dental screening tool in the hands of millions of Indians. People can now take charge of their oral health by becoming more knowledgeable and proactive. Our new campaign uses engaging content across an omni-channel and performance-driven media stack to encourage people to adopt this tool.”
The campaign went live across television and digital platforms such as Google, Facebook, Instagram, and YouTube starting on 15th November. In addition to the awareness phase, this campaign will feature a large-scale performance marketing mix, utilising tools like Google Performance Max, META CAPI, and more, alongside partner tie-ups. There will also be on-ground activations in retail stores, housing societies, bus stations, corporate offices, and other nationwide touchpoints, along with influencer partnerships to maximise screenings. Through the Oral Health Movement, Colgate aims to reach over 3 million Indians, contributing to its mission of improving oral health awareness and practices across the country.
Speaking about the campaign, Juneston Mathana, Executive Creative Director at Ogilvy, said, “One truly becomes an expert at something when one has expert knowledge of it. Colgate’s free AI-enabled dental screening aims to democratise expert dental knowledge. Rightfully so, our films feature people flaunting that expertise while ironically failing to perform simple day-to-day tasks. The contrast in their vocabulary is something Hemant Bhandari, our director, has captured in the most engaging way.”
The first campaign film depicts a family scene where a father and his daughter casually discuss complex dental terms, showcasing their newfound expertise. The second film is set in an office, where two colleagues compliment each other’s dental features using expert terminology. Both scenarios aptly contrast the characters’ dental knowledge with their everyday struggles, such as hair-braiding and rangoli-making.
Both films conclude with Colgate encouraging viewers to participate in its Oral Health Movement. The films prompt audiences to scan the QR code displayed, upload images of their mouth, and receive a quick, AI-enabled dental screening report on WhatsApp.
