Colgate spotlights Prateik Smita Patil’s moving story in new ‘Every Smile Has a Story’ film

Colgate launched a deeply emotional film, ‘The Boy Who Learnt To Smile’ built around one of Bollywood’s lesser-known stories. A poignant confession from Prateik Smita Patil, the actor who grew up without his legendary mother, only to discover he had been carrying a piece of her all along.

The film, part of Colgate’s ongoing campaign Every Colgate Smile has a Story, documents Prateik’s journey of discovery in an intimate, unscripted detail. It is a story about inheritance and identity.

The campaign, created by WPP@CP and Ogilvy India, positions Colgate not merely as a product, but as a quiet constant protecting generations of Indian families for 90 years.

Every Colgate Smile has a Story talks about authentic, personal narratives from many families across India. The series launched with the story of a multi-generational 125 year old sweet shop family, whose legacy is not just in their confections but in keeping their family’s smiles cavity-free for generations.

Credits
Agency – WPP@CP/Ogilvy
CCO, APAC: Reed Collins
Group CCOs, India: Kainaz Karmakar & Harshad Rajadhyaksha
CSO, India: Prem Narayan
Sr. ECD: Juneston Mathana
Creative Team: Riti Hamlai, Armaan Sunny, Virendra Saigaonkar, Vishal Goswami, Barun Rakshit, Amarttya Majumdar, Ken Kaneko
Account Management Team: Amarinder Butalia, Esha Datta, Daniel Cullen, Kunal Rasania, Faizan Shaikh, Sumeet Chhatri
Agency Producer: Divyang Pandya
Brand Planning Team: Prajakta Powdwal, Ida Siow, Sarthak Ranka, Rucha Nagavekar, Nihar Pachpande
Team Colgate-Palmolive: Samir Singh, Gunjit Jain, Akash Parekh, Ruchi Sethi, Anagha Bhojane, Callista Fernandez, Rahul Yadav, Arpit Jaiswal
Production Partner: Absolute Studios
Director: Amit Mishr
Executive Producer: Prafull Sharma
Producers: Sadhya Vyas, Trisanku Kaushik