Breaking away from the mundane ‘Dentist recommended’ ads, Colgate MaxFresh introduces a wave of humor with its latest campaign, ‘Neend Bhagao Taazgi Jagao.’ The ads feature the iconic CID team navigating morning mishaps, all thanks to Colgate MaxFresh’s cooling crystals.
Crafted by Juneston Mathana, the campaign’s executive creative director, the CID collaboration was born from a spontaneous idea during pre-production. Injecting deliberate errors into the ads, they turned viewers into detectives on a quest for goofs.
Mathana highlights this unconventional strategy, emphasizing the aim to break free from traditional advertising norms. With Colgate’s established market presence, they wield the freedom to infuse humor and provoke thought, making their campaigns memorable and distinct.
Notably absent from the ads is Colgate’s brand ambassador, a deliberate move to let the product story shine. This focus on storytelling, coupled with a digital-first approach, reflects Colgate’s commitment to engaging consumers in a digitally integrated experience.
From online publications to influencer collaborations, the campaign strategically targets digital platforms, adapting to the changing landscape of advertising consumption. By intertwining humor, unexpected twists, and familiar characters, the Colgate MaxFresh CID collaboration offers a refreshing perspective on dental care marketing.
As the campaign unfolds, it aims not only to entertain but also to spark conversations about morning routines and the importance of a fresh start to the day. With its innovative approach, Colgate MaxFresh sets a new benchmark in the realm of dental care advertising, leaving a lasting impression on audiences worldwide.
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