‘The Daily Grind’ presented by Colgate

‘The Daily Grind’ presented by Colgate

Colgate-Palmolive (India) has launched its latest campaign ‘#TheDailyGrind’ under the Colgate Strong Teeth brand. The campaign highlights the rise in snacking frequency across India, leading to weakened teeth and poor oral health. A recent study noted that 44% of Indians are consuming food or beverages at any hour. This behavior is prevalent in urban areas with frequent snacking between meals and in rural regions with regular tea and snack breaks throughout the day.

The campaign emphasises that frequent snacking increases calcium loss from teeth. Colgate Strong Teeth’s formula features Arginine + Calcium Boost technology, which replenishes lost calcium and makes teeth twice as strong.

It includes two films that trace a day in the life of two fathers, one in an urban and another in a rural setting respectively. They’re going about their normal routine, but food finds its way to them at constant intervals.

Observing the fathers’ actions, their sons get increasingly concerned and share how teeth lose calcium due to constant eating, introducing them to Colgate Strong Teeth as the ultimate solution to restore the lost calcium in their teeth for better oral health.

Lending his thoughts on the campaign, Gunjit Jain, executive vice president, marketing at Colgate-Palmolive (India), said “8 out of 10 Indians suffer from cavities, only 1 out of 10 realise that they do! The extent of the issue is alarming because we all end up eating food multiple times in a day. This leads to teeth losing calcium through a process known as demineralization. Frequent snacking will only increase during the upcoming festive season. Just the act of brushing teeth with Colgate Strong Teeth toothpaste can be a saviour! Its unique Arginine and Calcium boost technology remineralizes teeth by restoring the lost calcium, making them 2X Stronger. Now we can enjoy our favourite foods, without the worry of developing cavities.”

The film has been rolled out in two versions across India and contextualised to resonate with diverse audiences.

Credit – agencyfaqs

https://youtu.be/_eZjGaon-sE

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