Conceptualised by FoxyMoron and produced by The Rabbit Hole, Colgate, a market leader in Oral Care in India, launched its New Colgate Total toothpaste with the Singing Dentist and internet sensation– Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala.
The video features the internet sensation Milad Shadrooh, in a playful song called ‘Brush Them Well’, a parody of the popular Bollywood track ‘All Izz Well’. This branded piece of content goes to explain the new formula and its benefits in a fun parody with an informative message. With a song that people love and talent that appeals to the youth, the attempt is to make an otherwise functional campaign into something that the audience resonates with.
Speaking about the campaign, Pratik Gupta, Co-Founder at FoxyMoron said, “There are a lot of amazing things that we were able to achieve with the launch campaign that we have done for the New Colgate Total toothpaste. To move Colgate into a slightly non-traditional, overtly functional, long format branded content marketing approach was the first victory. In order to achieve this, a lot of our specialist teams across creative, video & talent came together, put together a truly integrated approach and brought this to life. For us, the final output, the fun during the process and the response that we are already getting is a testament that this campaign will bode well for the brand and the message appeal to the common man – in a fun & precise way.”
Mr. Arvind Chintamani, Vice-President Marketing, Colgate-Palmolive (India) Limited said, “The New Colgate Total offers ‘holistic’ oral-health. It fights germs not just on the teeth but also on the tongue, cheeks and gums, for up to 12 hours, helping one achieve ‘whole mouth health’. To communicate the product’s multiple benefits we have created a clutter-breaking campaign for social-media, with Singing Dentist -Milad Shadrooh, and 3 other popular youth icons. Through a parody based on Bollywood’s popular ‘All is Well’ song, the product’s benefits are conveyed in an interesting and engaging manner that builds an instant connect with our consumers and helps them internalise the message. We are confident of its appeal to our audience.”