Colgate releases new campaign to counter fear of social judgments

Colgate campaign

To inspire people to use the lockdown to reassess choices and start new journeys with optimism, Colgate extends the Smile Karo Aur Shuru Ho Jao campaign series.

The newly released Colgate India TVC highlights 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 to 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 with the message of ‘Smile Karo Aur Shuru ho Jao’ or ‘get started with a smile’.

Talking about the TVC, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “While the pandemic has been a time of uncertainty and difficulty, it has also given people a chance to reflect and reassess their individual life journeys. One such opportunity for revaluation is the challenge of loneliness faced by elderly single people who often remain single burdened by the fear of social judgment in starting afresh and finding companionship.”

The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by Vikramaditya Motwane. The video campaign has been released in Hindi, Marathi, Bengali, Tamil, and Telugu. The campaign can be seen across television and digital and social platforms.

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Speaking about the idea behind the campaign ad film, Delna Sethna, Executive Creative Director, RedFuse, said, “Since the beginning, Colgate’s Smile karo aur shuru ho jao campaign has narrated stories of confidence and courage. The latest ad film touches upon the topic of remarriage, which is known to be a sensitive topic in India, especially among women.”

“We want to encourage conversation on this often taboo subject and try to normalize the culture of women in India remarrying, for whatever reason they deem worthy. The overall aim of the film is to encourage optimism and to look beyond the fear of judgment and act with the hope of a positive future,” Sethna added.

The series has also featured real stories of people like Yashasvi Jaiswal, the youngest Indian to score a double century in the history of ‘List A’ Cricket, Divyanshu Ganatra, India’s first visually impaired solo paragliding pilot, and that of Sindhutai, India’s mother of orphans.

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