Colgate has launched a new campaign highlighting the importance of replacing toothbrushes every three months to maintain optimal oral hygiene.
India has a long-standing tradition of extending the lifespan of everyday objects, a practice deeply embedded in its culture. However, certain items, particularly those related to hygiene, should not be used beyond their recommended lifespan. Despite this, millions of Indians continue to use their toothbrushes well past their expiration, often unaware of the potential risks to their oral health. Recognising this issue, Colgate sought not only to educate but also to instill a sense of urgency regarding this overlooked habit.
For five days in March, visitors to Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo encountered high-definition panels showcasing what appeared to be a newly discovered flower species—Indianis Dentris—in stunning detail.
With dramatic lighting, macro photography, and scientific descriptions, the exhibit created an air of intrigue. However, upon closer examination, visitors discovered that the so-called flower was, in fact, an extreme close-up of a heavily overused toothbrush—one similar to those found in countless households across the country.
Link to the ad campaigns:
“Breaking through consumer inertia wasn’t easy. “The biggest challenge wasn’t awareness, it was action. People know they should replace their toothbrush regularly, but they don’t. We had to break that cycle, not with facts alone, but with an experience that made them feel the urgency,” said Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India).
Juneston Mathana, Executive Creative Director, WPP@CP said, “The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve.”
