Colgate: Colgate India's Blooming campaign sparks a fresh perspective on oral hygiene

MUMBAI, INDIA - In a nation that champions the art of making things last, Colgate India has found a creative way to challenge an age-old habit. The latest campaign doesn't just inform but transforms perception. Indians have long been known for extending the life of everyday items, driven by a deep-rooted cultural inclination toward practicality. However, when it comes to hygiene, some things are better off replaced. A prime example? Toothbrushes. Despite knowing the recommended replacement timeline, millions continue using the same brush far too long-unwittingly putting their oral health at risk. Colgate saw this as more than a challenge; it was an opportunity to inspire action. For five days in March, Mumbai's Veermata Jijabai Bhosale Botanical Udyan and Zoo became the stage for Colgate's imaginative intervention. Visitors were greeted by high-definition panels showcasing a mesmerizing new floral species: Indianis Dentris . The display, complete with striking macro photography and evocative lighting, captivated onlookers. But here's the twist - the exotic flower wasn't a flower at all. Instead, it was an up-close image of an overused toothbrush, cleverly disguised as a botanical wonder. The revelation hit home: just as the "flower" was far from fresh, so too were the old brushes lingering in countless Indian households. "Breaking through consumer inertia wasn't easy. "The biggest challenge wasn't awareness, it was action," said Gunjit Jain , Executive Vice President, Marketing at Colgate-Palmolive (India) Limited . "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." A flower truly rooted in Indian culture, the Indianis Dentris is as Indian as it gets. More than a just a symbolic flower, it's theportrait of a national habit. Reflecting on the behaviour that needs change. 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." This wasn't just a campaign, it was a wake-up call that sparked conversation well beyond the exhibition. Colgate turned a common habit into a thought-provoking narrative, proving that even the most mundane routines can benefit from a fresh perspective. CREDITS: WPP@CP