Shahid Kapoor and Rana Daggubati feature in new Colgate, Marketing & Advertising News, ET BrandEquity campaign

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Shahid Kapoor in the latest Colgate ad.

Oral care brand Colgate-Palmolive (India) has launched a new campaign featuring actors Shahid Kapoor and Rana Daggubati as fathers.

The ‘Daant strong to main strong’ (I am strong when my teeth are strong) consists of two similar commercials but in different languages. Both Kapoor and Daggubati play the role of loving fathers. The ads open with young girls picking up heavy suitcases at the airport. When shocking passers-by ask how they are so strong, the fathers reply that they are strong because their teeth are strong. They then go ahead and explain how clean and healthy teeth contribute to better nutrition and therefore a healthier body. TVCs were created by RedFuse Communication.

The campaign will be amplified through a 360 degree marketing approach.

Arvind Chintamani, Vice President – Marketing, Colgate-Palmolive India, said, “As Indians, we understand the importance of chewing and grew up with our parents asking us to chew our food 36 times before eating. swallow. However, what we often forget is that teeth are our first digestive organ and teeth need to be strong to get the most out of food. We are delighted that Shahid and Rana are joining us in reminding parents of this message and focusing on strong teeth every day with Colgate Strong Teeth, India’s number one toothpaste.

Delna Sethna, Executive Creative Director of Red Fuse, said, “Because digestion starts in the mouth, you need strong teeth. It seems simple enough. Looks like you’ve heard enough. And yet, making this point was anything but simple. It’s a campaign that was designed to work hard to get the message out, with dad (Shahid and Rana) as the spokesperson for once. Parental equality is something a lot of brands talk about, we went the extra mile to get it.

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