Oral health at bedtime is Colgate-Palmolive’s action concern

Cricketers Suresh Raina and Zaheer Khan were chosen to be part of Colgate-Palmolive’s new campaign, which aims to “encourage consumers to stick to the crucial practice of brushing their teeth before bed after indulging in sweets”, according to the information. from Story Board 18.

For this reason, the campaign would be a reminder of an attitude that many people end up forgetting before going to bed.

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“The last thing millions of Indians put on their teeth is sugar, not toothpaste. This behavior increases during the IPL season as Indians watch very intently while eating snacks and end up with a sweet celebration when their team wins the match. Our new campaign reminds Indian IPL fans to love cricket but also protect themselves from cavities by taking a strategic nighttime brushing break,” said Gunjit Jain, Executive Vice President, Marketing, Colgate-Palmolive India , according to the publication.

The new action from Colgate-Palmolive aims to increase the habit of brushing teeth at night

One of the ways to bring even more engagement to Colgate-Palmolive’s campaign is #BrushTonight, which aims to raise awareness when it comes to oral health.

“Our mission is to drive behavior change at scale and this idea with IPL on JioCinema had the power to impact close to 50% of urban India every night. With contextual messaging for every match, we create the perfect combination of right timing and right messaging that reminds every fan to brush their teeth at night,” commented Shekhar Banerjee, Chief Client Officer and Head of Office, West, North & East Wavemaker India, GroupM. .

“Get ready for the sweetest battle! Welcome to the Indian Sweets League (ISL). The IPL cricket fever has started and so have the celebrations with delicious desserts. But don’t let these sweets damage your pearly whites! Colgate has its back (and teeth) covered. Don’t forget to #BrushTonight and make sure your oral hygiene game is on, even in the midst of the excitement of game wins and holiday indulgences. The ISL clash promises cricketing glory, where the only thing sweeter than the action will be the taste of victory! Yes, eat #DantHitMeinJaari! Celebrate your team’s triumph with traditional sweets and don’t forget to wash your whites before bed. Let’s make brushing a nightly ritual, because a healthy smile is always a winning move!” LinkedIn posted about Colgate-Palmolive’s action.

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