Colgate unveils Year's Biggest Discovery in New Campaign

In its newest campaign, Colgate India has turned an overlooked habit of changing your regular toothbrush into a conversation starter. The way Colgate manoeuvred this campaign just left people re-evaluating their oral health habits.

For five days, visitors at the city’s iconic Botanical Garden and Zoo in Mumbai were introduced to the Indianis Dentris, a supposed new species of flower. The intricacies of this mysterious bloom, showcased in breathtaking macro photography, sparked curiosity and social media buzz. Then came the twist: Indianis Dentris wasn’t a flower at all. It was, in fact, an overused toothbrush—an everyday object hiding in plain sight in millions of Indian bathrooms.

“The staggering truth is that 1 in 2 Indians keep using their toothbrushes way past their prime” said Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited. “People don’t usually think a lot about their toothbrushes, so we had to make them stop, look, and question their own habits in a way they realise it themselves.”

The campaign was a masterclass in behavioural disruption. By guiding users from awe to discomfort, Colgate created a moment of self-realization that traditional health warnings rarely achieve. The final nudge was a seamless redirection to a dedicated website where people could learn more and immediately purchase a new toothbrush.

Juneston Mathana, Executive Creative Director at Ogilvy, India said “The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve.”

This latest activation reinforces Colgate’s mission to transform everyday habits by making oral care impossible to ignore. Through creative interventions that challenge routine, brand is reshaping the way India thinks about oral hygiene.