Oral B: Smile India movement

In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'.

Oral B: Smile India movement

Gaurav Virkar, Apeksha Wallia and Shailesh Jadhav

Campaign details

Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: Oral BCountry: IndiaChannels used: Newspapers, Radio, Television

Executive summary

In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'. Our goal was to convince Indian consumers that Oral B truly is a dentist-endorsed brand that stands for superior oral health.

The innovation centred around creating a 360° consumer engagement programme leading to a Guinness world record for the highest number of...

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