Description
When 1 in 2 Indians use flowering toothbrushes that trap bacteria and harm oral health, that isn’t just a blind spot, it’s an oral health crisis. As India’s leading oral care provider, Colgate needed people to see the problem in a way they’d never seen before. So, we used botanical photography to package this ‘typical Indian toothbrush’ as the discovery of an exciting new Indian flower species: Indianis Dentris. These stunning images were taken to billboards, press, posters and a flagship exhibition at Mumbai Botanical Gardens. At the exhibition, audiences witnessed mesmerising photos, intriguing lines and exclusive footage of the flowers blooming. That’s when they came face-to-face with the harsh reality blooming in their own bathrooms. The films then guided viewers to a microsite illustrating the dangers of such brushes, and prompting them to buy a new toothbrush. Social media applauded this unique Colgate initiative that was issued in the dental interest of the country.
