Colgate: Keep India smiling

Dental care brand Colgate used consumer research paired with a comprehensive awareness campaign to change consumer behaviour.

Campaign details

Advertiser: Colgate Palmolive IndiaBrand: ColgateAgency: Genesis Burson-MarstellerCountry: India

Situation analysis

Oral care is a massive problem in India. In 2004, Colgate launched a national oral care awareness drive called Oral Health Month (OHM) in partnership with the Indian Dental Association (IDA). This annual program had provided free dental check-ups to over 24 million Indians in till 2015. In 2016, Colgate conducted a Consumer Usage & Attitude Study (CUAS – 2016) pan India and found that less than one third of the population had visited a dentist in the past year. Therefore,...

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