Colgate Launches ‘Indian Sweets League’ with JioCinema for Oral Health

Colgate is reminding cricket enthusiast this IPL season about their oral health with the Indian Sweets League. This is a unique collaboration with JioCinema and Indian Premier League (IPL) and part of Colgate’s #BrushTonight initiative.

Colgate also roped in cricket legends Suresh Raina and Zaheer Khan for its latest campaign to encourage viewers to brush their teeth before bedtime after enjoying delicious sweet delights. The Indian Sweets League is a campaign of fun banter, match predictions, with focus on night time brushing.

Gunjit Jain, Executive Vice President of Marketing at Colgate-Palmolive India, said the last thing that millions of Indians put on their teeth is sugar, not toothpaste. “This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

Shekhar Banerjee, Chief Client Officer and Office Head at West, North & East Wavemaker India at Group M, said their task is to drive behavior change at scale. “This idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

Colgate Launches ‘Indian Sweets League’ with JioCinema for Oral Health

Colgate-Palmolive is a caring, innovative growth company, that is committed to reimagining a healthier future for all people and the planet. It is the market leader in Oral Care in India, dedicated to delivering sustainable, profitable growth for its shareholders, while fostering an inclusive workplace for its people.

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Nandika Chand