Oral B: Smile India movement

Gaurav Virkar, Apeksha Wallia and Shailesh Jadhav

Campaign details

Brand owner: Procter & Gamble
Agency: MediaCom India
Brand: Oral B
Country: India
Channels 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 free dental check-ups and to use that as content for driving salience for the Oral B brand. This pan-Indian Smile India movement, involving 10,000 dentists and 10 million consumers, helped Oral B to stake a claim to the higher ground and hijack the Colgate claim of dentist endorsement.

Campaign background