The market leader in oral care, Colgate-Palmolive (India) Limited recently launched a new communication under its ‘Smile karo aur shuru ho jao’ campaign. The new film inspires people to use the lockdown as a moment for reassessment and start challenging journeys with optimism. The campaign ad film can be watched in Hindi, Marathi, Bengali, Tamil and Telugu. The campaign can be seen across all platforms of India Today Group, other television and digital and social platforms.
The story reveals the journey of an elderly woman whose heightened loneliness during the lockdown propels her to take charge of her life with a decision to find companionship. The narrative describes her experience of overcoming inhibitions and fear of social judgment, leading us to witness a pivotal moment in her life after the lockdown where she embraces a new beginning with optimism and confidently introduces her new partner to her family and loved ones. This film is another in the series of Colgate’s films championing optimism to create a better future, in line with its message of ‘Smile karo aur shuru ho jao’ or ‘Get started with a smile’.
