According to research people with diabetes are three times more prone to gum infections as compared to non-diabetic people. To address this problem, Colgate has launched a special toothpaste for diabetics. Colgate teamed up with the Indian off-spinner Ravichandran Ashwin to make people aware of the special oral needs of people with diabetes.
The Indian cricketer narrated his father’s experience after being diagnosed with Type 2 Diabetes in this awareness campaign. He also opened up about the changes his family had to go through following the diagnosis. The campaign emphasizes the moderately unknown relation between diabetes and its oral difficulties. It also states the importance of the management of oral health and the advantages of Colgate’s new special oral care Toothpaste for people diagnosed with diabetes.
Talking about the campaign, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “Few people realize that Diabetes and Oral Health are very closely related. In Fact, 9 out of 10 Diabetics suffer from oral health problems and these oral health problems further complicate diabetes management. Colgate has launched a special toothpaste for Diabetics and an information campaign to educate diabetics about this connection. We are committed to reach millions of people across the country with this educational campaign and make the Colgate for Diabetics Toothpaste available across the country.”
The campaign is conceptualized by VML Y&R and is available in English, Gujarati, Marathi, Kannada, Telugu, Tamil, Hindi and Bengali languages. The campaign can be viewed across different digital platforms.
Speaking about the idea behind the campaign, Mukund Olety, Chief Creative Officer at VMLY&R said, “Colgate Toothpaste for the Oral Health of Diabetics is an ayurvedic solution designed with diabetes experts to help with better diabetes care. While the product is clinically proven, we wanted to keep the storytelling warm and emotional. For this campaign, we picked a celebrity not only for his popularity but also because he is a genuine care giver. Ashwin’s father has Type-2 diabetes and Ashwin, despite his busy schedule, takes time out to help his father in diabetes care. They have made changes in their lifestyle as well. And all of this can be seen in the film. The film is a slice of their life, a day in their household.”