Sony, Colgate 'Spread A Smile' this month

xMUMBAI: A children's music video with a social message! That is what Colgate and Sony have come up with on the occasion of Oral Health Month. The video will air on Sony on 10 October at different time slots following which it will go to other channels like Max.



Colgate had run a songwriting contest at 210 schools for the song. It conducted a direct school contact programme through fun-filled activities for the kids. They included a quiz on oral care and tooth song and dance with Colgate's global mascot Dr Rabbit. Six hundred and thirty entries were shortlisted and then 36 were chosen. Javed Akhtar who penned the lyrics for the 'Spread A Smile' song captured the essence of these entries. The song brings to the core the importance of dental hygiene and how it can improve one's life.



Speaking on the initiative Sony executive VP sales and revenue management Rohit Gupta said, "We are honoured to be associated with Colgate and The Indian Dental Health Association on their Oral Health Month initiatives. We used the show Hum 2 Hain Na as a platform to create awareness among kids to send in their entries. We did a promotional video for the contest which featured the stars of the show. Our star Hansika was the ideal choice to create enthusiasm among the kids. In fact later on this month one episode of the show will have the kids talking about dental care. We are also running another promotional video now showing the joy kids got in participating.



"As a responsible corporate we do social initiatives. Last month we had worked with the Indian Labour Organisation on a series of PSAs on the evils of child labour. Our initiative with Colgate is a refreshing change from the usual ad sales deals that are done. We had also gotten involved with Akanksha through our show Boogie Woogie. In August we had worked with the World Health Organisation. In a year we usually do four to five activities with organisations that have a social message to spread," Gupta added.

Colgate-Palmolive India executive VP marketing Vinay Hegde added that through out this month the company would be organising free dental health check ups in schools, slum areas. This weekend the company is organising an oral fest campaign in Mumbai. The company will now come out with print ads and TVCs across different channels promoting its dental healthcare initiatives.

Akhtar added that going through the 630 entries had not been easy. "The thing is that with seasoned poets you find a lot of cynicism, bitterness. The innocence and honesty is sometimes missing. The kids entries had these two qualities in abundance. Of course we had rejected some entries outright if they looked too mature. They gave the impression that outside help had been sought from teachers and parents."

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