Colgate-Palmolive’s new campaign celebrates the stories behind every smile across APAC
Colgate-Palmolive has launched a new campaign across Asia-Pacific titled, “Every Smile has a Story”. The campaign celebrates Colgate’s deeply rooted trust and impact, built through authentic, lived experiences of families in India, Australia, New Zealand, the Philippines and Malaysia.
“At the core of this initiative is a universal truth: the desire to protect one’s family, ensuring their health and well-being through every stage of life. This campaign showcases real people sharing their stories in their own words, about their lives, and the role of Colgate as a trusted, often unspoken, partner in their journey,” said Samir Singh, EVP Marketing Colgate-Palmolive Asia Pacific.
In India we tell the story of a multi-generational sweet shop family, whose legacy is not just in their confections but in the quiet trust of Colgate in keeping their family’s smiles cavity-free for generations. Another compelling story features Prateik Smita Patil, the son of India’s beloved actress who never knew his mother’s embrace, yet carries her most cherished gift – her smile. A smile protected by Colgate.
From Australia, we share the inspiring story of the Australian Football League star Patty Cripps. Growing up in a remote community hundreds of miles from a dentist, his mum made sure he kept his teeth protected with Colgate. He’s now making sure he passes that same wisdom down to his own child.
Our New Zealand story shows the profound local impact of the Colgate Bright Smiles, Bright Futures program, which has helped impact the oral health of 2 billion kids and their families in communities around the world. We see a dedicated teacher in the Mayfield kindergarten help young kids find confidence and courage through instilling good oral health habits
In the Philippines, stories of love and appreciation unfold, such as a grandmother working overseas who regularly sends home Balikbayan boxes filled with the little things that shows a grandmother’s love, including little tubes of Colgate to ensure her granddaughter feels her care & protection even from afar. And many more!
Singh added: “These are stories about growing up, about being away from home and coming back, about joy, disappointments, celebrations, ups and downs, about life, and most of all, about love. Colgate’s role in these stories is small but intimate, and completely authentic. We hope this will become a new way of communicating to people who are tired of hyperbole and exaggerated claims. Of telling human stories, simply and honestly.”
Credits
Colgate Palmolive APAC
Executive Vice President Marketing, Asia Pacific: Samir Singh
Senior Director of Marketing, Asia Pacific: Akash Parekh
Director of Marketing – CDC, Asia Pacific: Callista Fernandez
Colgate Palmolive India
Executive Vice President Marketing, India: Gunjit Jain
Director of Marketing – Core Toothpaste, India: Ruchi Sethi
Director of Integrated Brand Experience, India: Anagha Bhojane
Senior Marketing Manager – CST, India: Rahul Yadav
Insights Manager, India: Arpit Jaiswal
Colgate Palmolive South Pacific
Senior Director of Marketing, South Pacific: Anand Taparia
Director of Marketing – Oral Care, South Pacific: Mike Norris
Lead of Integrated Brand Experience, South Pacific: Maria Casa
Senior Brand Manager – Oral Care, South Pacific: Daniela Bosso
Colgate Palmolive Philippines
Vice President Marketing, Philippines: Edith Marquez-Reyes
Director of Marketing – Oral Care, Philippines: Carlo Isla
Director of Integrated Brand Experience, Philippines: Bea Atienza
Senior Brand Manager – CDC, Philippines: Bianca Salcedo
WPPCP APAC
Daniel Cullen – Executive Director
Reed Collins – Chief Creative Officer, Asia Pacific
Ken Kaneko – Senior Art Director
Sarthak Ranka – Head of Strategy
Nikhita Sejpal – Senior Account Manager
India
Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak – Chief Creative Officers
Prem Narayan – Creative Strategy Officer
Juneston Mathana – Executive Creative Director
Armaan Sunny – Creative Director
Riti Hamlai – Senior Creative Director
Virendra Saigaonkar – Senior Creative Director
Amarttya Majumdar – Associate Creative Director
Amarinder Butalia – Associate President
Esha Datta – Senior Vice President
Faizan Shaikh – Management Supervisor
Sumeet Chhatri – Group Account Manager
Divyang Pandya – Agency Producer
Prajakta Powdwal – Executive Vice President – Planning
Rucha Nagavekar – VICE PRESIDENT – PLANNING
Nihar Pachpande – Senior Planning Director
Amit Mishr – Director
Yash Kamat – Director of Photography
Prafull Sharma – Founder
Sadhya Vyas – Executive Producer
Trisanku Kaushik – Producer
Jigar Joshi – Post Producer
Australia / New Zealand
Creative Agency: VML Australia
Paul Nagy – Chief Creative Officer APAC
Alison Tilling – Chief Strategy Officer (ANZ)
Richard Williams – Group Executive Creative Director
Ian Broekhuizen – Senior Art Director
Malcolm Caldwell – Senior Copywriter
Andrew Bao – Copywriter
Charles Dejean – Art Director
Kelly Foxcroft – Senior Director (Resourcing)
Elaine Loke – Client Partner
Danielle Winder – Senior Account Manager
Rachel Rider – Executive Producer
Stevi Russell – Lead Producer
Rachel Devine – Senior Producer
Media Agency: Wavemaker
Laura Brady – Client Partner
Alexia Antonis – Group Director WPP Media Sport and Entertainment
Nicola Milner – Client Group Director
Vanshika Gupta – Implementation & Activation Associate Director
Production Company: Finch
Christopher Nelius – Director
Martin Box – Executive Producer
Jackie Adler – Producer
Matt Toll – DOP
Citizen Jane – Casting
Philip Horn – Editor
Ben Eagleton – Colourist
Matt Edwards – Online
The Editors – Post House
Sound Narrative – Abigail Sie
Philippines
Golda Roldan – Chief Executive Officer
Joe Dy Chief – Creative Creative Officer
Javey Villones – Head of Art | Group Creative Director
Adri Bautista – Creative Director
Ardie Vega – Client Services Director
Nalla Yoshizawa – Account Director
Maan Valera – Account Manager