Colgate’s new campaign brings in light-heartedness to advocate teeth nourishment 

Conceptualised by WPP@CP, the campaign adds a layer of enjoyable storytelling to an integral insight.

Colgate’s recent campaign brings in some light-heartedness through an adorable familial bond to raise awareness on ‘Teeth Nourishment’.



The brand emphasizes the value of dental nutrition in the campaign titled, "Paste hi Nahin, Daanton Ka Poshan hai yeh!"

Conceptualized by WPP@CP and directed by Amit Ravindernath Sharma, the campaign depicts the tale of a cute, toothless grandmother and her granddaughter, whom she refers to as ‘my cutting machine.’ 

The movie shows the little granddaughter using her teeth to pull open a milk and candy packet, shred a piece of sugarcane, and a lot more. Her grandmother is standing proudly next to her, enjoying the food her little cutting machine cut for her.

Commenting on the relaunch, Gunjit Jain, Vice President Marketing, Colgate- Palmolive India said, “Be it just snacking  or eating your favourite health balanced meal", we constantly lose Calcium from our teeth as they suffer wear and tear daily. With our new campaign “ Paste Hi Nahi, Daanton Ka Poshan Hai Yeh”, we aim to spotlight the need for nourishment of teeth and how Colgate Strong Teeth , with its unique technology of Arginine + Calcium Boost, is an excellent toothpaste to nourish your teeth and hence make them 2X stronger. Our dadi with her cutting matching  in the film have amazingly portrayed that importance, leaving us with the message that everyone needs to nourish their teeth and make them stronger, ”

Through this playful yet relatable depiction of elders of a family keeping the younger ones’ oral hygiene in check, the brand added a layer of enjoyable storytelling to an integral insight.