Colgate and WPP@CP’s new spot highlights the importance of not ending your night with sugar

Colgate, the world’s leading oral care brand, and WPP@CP address an important issue in India via latest campaign highlighting post-dinner habits.

India is the global capital of oral care problems, with approximately 89% of people not brushing twice a day. Furthermore, India’s addiction to sweets is only on the rise. And when a nation of more than 100 crore sweet lovers end their night with dessert, more often than not, they wake up to cavities.

Colgate knew that the issue couldn’t go unchecked, especially with festivities around the corner. ‘Sweet Truth’ is a stark and powerful TVC that focuses on India’s post-dinner habits, while seeding another important night ritual – brushing before bed. The film captures the country’s love for sweets, but also reminds us that to keep cavities in check, we need to #BrushTonight.

Credits
Agency: WPP@CP
Production: Earlyman Film
Account team: Faizan Shaikh
Account team: Bhumika Mandviya
Assoc Creative Director: Vishal Goswami
Chief Creative Officer/Copywriter: kainaz karmakar
Chief Creative Officer/Copywriter: Harshad Rajadhyaksha
Director: Abhinav Pratiman
Executive Creative Director: Juneston Mathana
Producer: Amarjeet Phukhan
Senior Agency Producer: Divyang Pandya
Senior Creative Director: Virendra Saigaonkar