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Teeth have feelings too
Brand: Clove Dental
Client: Star Dental Centre
Entrant: Crayons Advertising Ltd.

The First List
Entry Title: | Teeth have feelings too |
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Brand: | Clove Dental |
Client: | Star Dental Centre |
Entrant Company: | Crayons Advertising Ltd. |
Description: | The negligence of oral care results in over 80% of the population grappling with dental issues that significantly impact their lives, even though these issues make them feel helpless they still don’t visit a dentist as there is a common perception of dental visits being synonymous with pain and ending up becoming a huge expense. As one of India's major oral care companies, we aimed to spotlight the vital role teeth play and the unforeseen consequences of neglecting oral health. Moreover, the existing dental care category was dominated by mundane, purely functional communication or solely focused on superficial appearances—the typical smiling image. As a result, the general understanding of dental care was limited to the mere use of toothpaste and appropriate toothbrushes. So rather than going the conventional way to gain share of mind, i.e. showing a caricaturish mouth to denote procedures or the perfect smiling imagery, we leveraged anthropomorphism weaved with relatable copy. We utilized food lodged between teeth as a captivating entry point for our audience as it is relatable to almost everyone. By personifying teeth, as people, we highlighted the fact that ‘teeth have feelings too’, and that they deserve utmost care and attention. |
Company Credits: | Crayons Advertising Ltd. |
Individual Credits: | Samir Datar, Chief Strategy Officer |
Individual Credits: | Manoj Jacob, Executive Creative Director |
Individual Credits: | Anil Kapoor, AVP, Client servicing |
Individual Credits: | Parikshit Das, ACD - Copy |
Individual Credits: | Rajneesh Kumar Singh, ACD - Art |
Individual Credits: | Raina Chatterjee, Strategic Planning Manager |
Individual Credits: | Aditya Bansal, Account Supervisor |
Individual Credits: | Sanskriti Sharma, Account Planner |