REGIONAL ADVERTISING (Regional Film)

Active Salt – Veera Muthu - Colgate Palmolive - Colgate Active Salt JPG
Active Salt – Veera Muthu - Colgate Palmolive - Colgate Active Salt MP4 40s

Active Salt – Veera Muthu
Brand: Colgate Active Salt
Client: Colgate Palmolive
Entrant: Brand David Communications

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Active Salt – Veera Muthu - Colgate Active Salt - Colgate Palmolive

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Entry Title: Active Salt – Veera Muthu
Brand: Colgate Active Salt
Client: Colgate Palmolive
Entrant Company: Brand David Communications
Description: Colgate Active Salt, for over two decades, has celebrated the power of salt and served the nation by addressing dental pain as soon as it begins. The task was to build upon this legacy and introduce the improved Colgate Active Salt with a more potent formula that nips oral problems before they get worse.

The film is driven by the insight that everybody fears the consequence of dental pain. Even the most powerful people feel a shiver down their spines at the very thought of a tooth niggle. In a relatable yet light-hearted way, the film exposes such vulnerabilities and takes a step forward in the journey of dramatic Colgate Active Salt advertising that has made the brand so iconic.

In Tamil Nadu, people idolize political leaders and look up to them as Invincibles. The film depicts such a politician riding high on his recent win and going on to celebrate by taking a bite of a sweet. The events that unfold thereafter serve as a reminder that the fear of dental pain can strike anyone and how Colgate Active Salt stops both before it gets out of hand.
English Translation: The chair belongs to our king
Veera Muthu Veera Muthu!

The chair belongs to our king
Veera Muthu Veera Muthu!

I am not sitting on this chair.
Veera Muthu, don't fear the chair!

Dentists have recommended new Colgate Active Salt.
It contains salt..
that stops dental problems as soon as it begins.

New Colgate Active Salt
No pain. No fear.
Company Credits: Brand David Communications
Company Credits: Colgate Palmolive India Limited
Company Credits: Vanilla Films
Company Credits: Wavemaker
Individual Credits: Kainaz Karmakar - Chief Creative Officer - India
Individual Credits: Harshad Rajadhyaksha - Chief Creative Officer - India
Individual Credits: Juneston Mathana - Executive Creative Director
Individual Credits: Shiladitya Saha - Associate Creative Director
Individual Credits: Virendra Saigaonkar - Senior Creative Director
Individual Credits: Barun Rakshit - Creative Controller
Individual Credits: Esha Datta - Senior Vice President
Individual Credits: Shikha Seth - Account Director
Individual Credits: Manmohan Nandrajog - Group Account Manager
Individual Credits: Divyang Pandya - Agency Producer
Individual Credits: Gunjit Jain - Executive Vice President - Marketing
Individual Credits: Priyanka Gandhi - Director Integrated Brand Experience Lead
Individual Credits: Ayan Guha - Senior Marketing Manager
Individual Credits: Arjun Phookan - Senior Brand Manager
Individual Credits: Priyam Kanchwala - Senior Integrated Media & Buying Lead
Individual Credits: Harshik Suraiya - Director
Individual Credits: Chintan Pandav - Associate Director
Individual Credits: Vinit Bhatt - Producer
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