Wieden+Kennedy India creates new campaign unveiling Whistle’s invisible aligners
In a momentous stride, Whistle, the cosmetic dentistry brand, in partnership with dental chain, Clove, have ventured into the domain of invisible aligners this September. Amidst a landscape of uniformity, where each brand emphasizes functionality and the pursuit of a flawless smile, Whistle set out to challenge the established norms in the category via this new campaign from Wieden+Kennedy India.
Drawing from consumer insights and interviews, Whistle discovered that young adults, navigating a world obsessed with glamour and first impressions, often feel embarrassed by their imperfections. W+K India responded to this insight by creating a compelling film that addresses how Whistle can assist in addressing teeth imperfections, which often result in embarrassment and a dent in confidence. The narrative revolves around an individual striving to navigate daily tasks but facing challenges due to this unique issue.
W+K is also behind the brand name, baseline and the new brand/visual identity which will pan out at different touch points along this film campaign
Amar Singh, Chariman and CEO of Clove Dental, said: “Explaining the need and benefits of a new product in a new category is a challenging job. W+K team understood the product and researched consumer needs and developed a great campaign.”
Santosh Padhi (Paddy) Chief Creative Officer of W+K, said: “The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it. Icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region.”
Credits
Creative team: Santosh Padhi (Paddy), Anuja Kanure
Account management: Shreekant Srinivasan, Snigdha Jha, Preksha Shinde, Raghav Bahl Planning: Anirban Roy
Production House- LoudMouth Film
Director – Aakash Bhatia
Executive Producer- Priyanka Bangia Associate Producer- Monisha Khanna
