How Colgate Turned Everyday Habits into a Nationwide Oral Health Awakening
A nationwide problem:10% Indians believe they have cavities, 90% actually do.
Root Cause: For most Indians, Oral care is limited to brushing in the morning. They aren’t aware of other regimens around oral care.
To address this silent crisis and champion nationwide dental awareness, Colgate launched Oral Health Movement(OHM).
A nationwide problem needed a nationwide solution:
To reach masses, Colgate needed platform that was both deeply embedded in Indian daily life and widely trusted—enter WhatsApp. Leveraging its 500Mn+ user-base, Colgate built an AI-powered chatbot journey bridging critical gaps in oral-health awareness and access. The chatbot offered free,quick, and convenient dental screenings, providing users personalized dental scores keeping privacy of medical records end to end encrypted.
This innovation made quality dental-care accessible at scale. Through OHM, Colgate not only maximized participation but also redefined oral-health as key pillar of overall well-being, empowering families to make informed, proactive health choices.
OHM was amplified across TV, Print, Meta, YouTube, CTV and OTT. Colgate partnered with top national and regional shows, securing prime time visibility through strategic in-show integrations with icons like Amitabh Bachchan (Kaun Banega Crorepati) and Nagarjuna (BiggBoss Andhra Pradesh). Further, QR-codes on 800M Colgate tubes served as daily reminder to participate.
35 influencers and 18 doctors were roped in to encourage audience participation on social media. Affiliate marketing and on-ground touchpoints like Kumbh mela, transit points, in-store, offices were also tapped to garner incremental participation.
Achieved 4.6M scans in just 6 months across 16K+ unique pin codes (85% of India).
Beyond direct engagement, it garnered invaluable earned media with 99% positive sentiment.
Data collected provides deep, yet large scale insights into the oral health of the nation. This also powers media campaigns across the Colgate oral care portfolio.
Imagery scores improved from 80 to 85.
