Colgate India highlights the power of smile

Kolkata: One can win many a battle with a simple smile. If one is set for journey for miles and one wants to make it look so easy, one should start with a simple smile. Little wonder therefore that such simple yet invaluable smile needs to be protected and taken care of. And that seems to be the new message that Colgate-Palmolive (India) Ltd, the market leader in oral care in India, wants to put across to its consumers.

"At Colgate, we believe that everyone deserves a future to smile about. A smile is symbolic of hope, courage, confidence, and optimism - and those are exactly the sentiments we want to inspire among our consumers by encouraging them to Smile Karo Aur Shuru Ho Jaao. Wear your healthy and confident smile and face the world with optimism, and be assured that your smile is protected and cared for by Colgate, always," said Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited.

For the record, the company manufactures and markets toothpastes, toothpowder, toothbrushes and mouthwashes under the 'Colgate' brand, and a specialized range of personal care products under the 'Palmolive' brand.

Colgate-Palmolive has now come up with two new TVCs, breaking on Indian television space on Wednesday, with its new brand expression: 'Smile Karo Aur Shuru Ho Jaao' (Smile, and Get Started). And company's brand managers said that the new brand expression gels well with its brand purpose, which is 'Everyone Deserves a Future To Smile About'.

If Sanjay Sipahimalani, Creative Director, RedFuse Communication, which has created the TVC, is to be believed, the new TVCs are meant to encourage people to get started with a smile. "Smile Karo Aur Shuru Ho Jaao is a simple yet powerful message. In a world full of changes and opportunities, we believe an optimistic outlook can go a long way in fulfilling your aspirations... and we hope to inspire this optimism, everyday in everyone by reminding them to Smile Karo Aur Shuru Ho Jaao," said Sipahimalani.

The new campaign, top company officials said, exemplifies real life moments where optimism, expressed with a smile, helps one go forth in the face of challenging moments in personal and professional life. Two sensitively nuanced TVCs bring alive the message. For instance, in one of the TVCs, we see a slightly-nervous young woman overcoming her doubts with a smile as she takes over the mantle of CEO from her father, while the second TVC shows a woman, unsure at first whether she'd make a good mother, dons a smile of confidence and conviction bracing herself for parenthood as she adopts a girl.