While India’s 3Rs practice (Reduce, Reuse, Recycle) is to be applauded as it paves the way for a greener future, there are still certain challenges, especially when it comes to hygiene. Of course, prolonging the life of everyday objects is admirable. However, some objects are not built to last forever. For instance, the lifespan of a toothbrush is approximately three months. Despite this, millions of Indian citizens continue to use the brushes well beyond the recommended period, which leads to compromising their oral health without them even realizing this.
In a bid to bring oral care and habits to the attention of Indians, Colgate-Palmolive (India) Limited launched a campaign that puts people face-to-face with the “Indianis Dentris,” a recently discovered flower that, unfortunately, thrives in many Indians’ bathrooms. The new bloom species was exhibited at Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo. Over the span of one week in March, visitors were welcomed to admire the unique exhibit and analyze the mysterious plant in great detail.
During the event, guests had the opportunity to learn more about this flower’s features through a photo journey, allowing them to analyze the plant up close via macro-photography and also discover it from a scientific point of view, thanks to detailed descriptions that accompanied the exhibit. Yet, upon scanning the QR code placed alongside the pictures, visitors had the chance to discover what truly lies behind this botanical discovery.
“Breaking through consumer inertia isn’t easy. The biggest challenge wasn’t just awareness, it was driving visitors to take action,” said Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited. “People know they should replace their toothbrush regularly, but procrastinate. We want to break this cycle, not just with facts, but through an experience that strongly reinforces their realization.”
WPP@CP Executive Creative Director, Juneston Mathana, added: “The real task was making them experience the realization for themselves. Once they made the connection, the behavior shift was how we set out to achieve.”
The “Indianis Dentris” is truly embedded in the Indian culture, as per the brand, reflecting a national behavior that must be changed to avoid oral health problems. Via this campaign, Colgate managed to communicate creatively about an everyday routine and influence people’s thinking about toothbrushes. Simultaneously, it may have also inspired individuals to make positive changes in their daily habits.
CREDITS
Brand: Colgate-Palmolive (India) Limited
Photo: PRNewswire
