Colgate India’s latest campaign, “A Bold New Species,” takes a cheeky jab at a common Indian habit: holding onto worn-out toothbrushes for far too long. The ad kicks off with a stunning close-up of a vibrant flower, only for the camera to zoom out and reveal it’s actually a frayed, overused toothbrush.
The twist? This isn’t just a clever visual. In Mumbai, Colgate set up a pop-up at the Botanical Garden and Zoo, showcasing this “new flower species” called Indianis Dentris. Visitors marveled at the intricate details, only to be surprised by the reveal. The campaign highlights that nearly 1 in 2 Indians use their toothbrushes well past their prime, increasing the risk of cavities, gum damage, and other oral health issues.
By turning a simple insight into an unforgettable message, Colgate not only educates but also entertains, proving once again that great advertising is all about smart storytelling.
Takeaway:
Colgate’s “A Bold New Species” is a masterclass in using humor and surprise to drive home an important message. By blending everyday habits with a touch of creativity, the brand makes dental hygiene both memorable and meaningful.