Health & Pharma
Health & Wellbeing

The Sweet Truth
Brand: Colgate
Client: Colgate Palmolive
Entrant: Brand David Communications

Baby Blue Elephant

Entry Title:	The Sweet Truth
Brand:	Colgate
Client:	Colgate Palmolive
Entrant Company:	Brand David Communications
Description:	To say that India loves sweets would be an understatement. To say it accounts for over 35% of the global sweet consumption would be more accurate. Yet, shockingly, 80% of Indians still don’t brush at night – a simple act that would cut the risk of cavities by half. Establishing night brushing as a habit meant leveraging another relatable habit – dessert post dinner. To redirect India’s favourite behaviour back at them, the film shows individuals brushing their teeth with sweets instead of toothpaste. Each scene is crafted to dial up relatability, from the different settings, to the types of sweets, to the diverse cohorts shown. The device of 'brushing teeth with sweets' combines oddity with humour which makes it stark enough to take notice, yet quirky enough to chuckle at. Even the soundtrack mimicked the one habit Indians seemed to have forgotten. And they’re reminded about it in the most unexpected way. The intriguing visual grammar and provocative imagery exemplifies the power of film as a medium to spread awareness and drive positive behaviour change.
Company Credits:	Brand David Communications
Company Credits:	Colgate Palmolive India Limited
Company Credits:	Early Man Film Pvt. Ltd.
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:	Virendra Saigaonkar - Senior Creative Director
Individual Credits:	Vishal Goswami - Associate Creative Director
Individual Credits:	Esha Datta - Senior Vice President
Individual Credits:	Faizan Shaikh - Management Supervisor
Individual Credits:	Bhumika Mandviya - Senior Account Executive
Individual Credits:	Divyang Pandya - Agency Producer
Individual Credits:	Gunjit Jain - Executive Vice President - Marketing
Individual Credits:	Anaswar Rajagopal - Marketing Director – Toothpaste (Family & Equity)
Individual Credits:	Priyanka Gandhi - Director Integrated Brand Experience Lead
Individual Credits:	Saumya Tripathi - Marketing Manager
Individual Credits:	Priyam Kanchwala - Senior Integrated Media & Buying Lead
Individual Credits:	Abhinav Pratiman - Director
Individual Credits:	Amarjeet Phukan - Producer
Individual Credits:	Anand Menon - Executive Producer