Colgate’s annual initiative, Oral Health Month (OHM), in partnership with the Indian Dental Association (IDA), had provided free dental check-ups to over 24 million Indians in till 2015. The challenge for Genesis BCW was to get free dental check-ups to even more Indians.
While it was evident that oral health plays a significant role in being healthy as well as having confidence in appearance, a Consumer Usage & Attitude Study pan India found that less than one-third of the population had visited a dentist in the past year. Therefore, acting on the insight that Indians are less concerned about oral health, but very interested in how their smile looks to others, and connect good oral hygiene with looking groomed, we created the ‘Keep India Smiling’ campaign - to raise awareness around healthy oral habits among Indians and make dental check-ups accessible to all. The campaign included free in-clinic dental check-ups and mobile dental vans travelling to underprivileged areas, across numerous cities, covering schools as well as CSD camps, modern trade stores and partner NGOs.
With the participation of 6 million people, the Oral Health Month promoted things that make Indians smile - aka India's 'Smile Stories'. It was evident that our message of the importance of oral health had got through!
India's Smile Stories had over 6.5 million views all while maintaining Colgate's lead in market share. Most importantly, per the Indian Dental Association, the percentage of people who brush more than once a day went up from 28% to 34% after the programme ended.
Diamond SABRE Superior Achievement In Brand-Building - Colgate-Palmolive (India) - Keep India Smiling
World’s Best Campaign CSR - Colgate-Palmolive (India) Ltd - Keep India Smiling