Mumbai Colgate new campaign urges consumers to remember to end their night with toothpaste, and not sugar. Colgate’s new reminder is called #BrushTonight!
It’s true that we spend a lot of time before bed either eating dessert or thinking about it. What we don’t think about, is brushing our teeth! Which is exactly what makes a dessert reel the perfect platform for Colgate to intervene. In its latest collaboration, the leading oral care brand has partnered with popular dessert creators Shivesh Bhatia, Natasha Gandhi, Neha Deepak Shah and Shreya Agarwala to create special brushing reminders disguised as regular dessert reels.
Based on the revelation that the last thing millions of Indians put on their teeth is sugar, and not toothpaste, this activity is being strategically placed during dinner time from 8 pm to 12am. All so that a nation of several thousands of sweet lovers remember to end their night with toothpaste, and not sugar.
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