Colgate urges fans to prioritise smiles with #BrushTonight campaign during IPL 2024

Colgate's #BrushTonight campaign urges viewers to take a strategic break every night to clean their teeth, resulting in a winning grin.

Colgate-Palmolive, a multinational consumer products firm, has introduced a new campaign titled ‘Indian Sweets League’, a one-of-a-kind cooperation between JioCinema and the Indian Premier League (IPL), intended to encourage people to brush their teeth every night.

The Indian Sweets League is part of Colgate’s #BrushTonight campaign to promote oral health awareness.

Almost every cricket fan has experienced things like being glued to TV screens and chewing on food while the match comes to an exciting close. As most matches end almost at midnight, the overjoyed fans celebrate the win with a delicious dessert and go to sleep without brushing their teeth.

With cricket icons Suresh Raina and Zaheer Khan spearheading the campaign, the ‘Indian Sweets League’ aims to encourage consumers to stick to the vital practice of cleaning their teeth before bedtime after indulging in sweet treats.

The advertising effort promises a combination of playful banter, match predictions, and an emphasis on nighttime brushing. The commercial urges viewers to take a strategic break every night to clean their teeth, resulting in a winning grin.

Gunjit Jain, Executive Vice President, Marketing, Colgate-Palmolive India, said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behavior gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

Shekhar Banerjee- Chief Client Officer & Office Head, West, North & East Wavemaker India, GroupM, said, “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

Every IPL match night on JioCinema will include a new edition of the ‘Indian Sweets League,’ bringing another layer of excitement to the cricket viewing experience. Therefore, while fans celebrate their team’s triumphs, they should also remember to #BrushTonight.

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