Colgate: THE SWEET TRUTH

India is the global capital of oral care problems, with approximately 89% of people not brushing twice a day. Furthermore, India’s addiction to sweets is only on the rise. And when a nation of more than 100 crore sweet lovers end their night with dessert, more often than not, they wake up to cavities. Colgate, the world's leading oral care brand, knew that the issue couldn't go unchecked, especially with festivities around the corner. 'Sweet Truth' is a stark and powerful TVC that highlights India's post-dinner habits, while seeding another important night ritual - brushing before bed. The film captures the country's love for sweets, but also reminds us that to keep cavities in check, we need to #BrushTonight
Agency: WPP@CP