MUMBAI: Colgate-Palmolive India, the market leader in oral care, today launched a new “Ask the Dentist” campaign for its flagship brand, Colgate Dental Cream.

Developed by Bates India, the television commercial has been shot in an interactive talk show format with a dentist providing real information to consumers about prevention of tooth decay and educating consumers about Colgate Dental Cream’s importance in protecting teeth.

The TV campaign is being amplified across different media touch points.

The campaign is based on insights that most Indians do not visit a dentist and care little about tooth decay. They visit a dentist only when they have a problem and do not think dental check ups are required on a regular basis. This consumer engagement aims to make the dentist accessible to every Indian.

Said Colgate-Palmolive (India) VP marketing Rajesh Krishnamurthy, “Our research shows that only 3 per cent people in India visit a dentist regularly. India has a low dentist to population ratio compared to WHO recommended ratios. As market leaders in oral care, we see it as our responsibility to drive oral care awareness in the country. Our new “Ask the Dentist” campaign centers around a friendly approachable dentist who encourages families to ask and get answers to common questions on oral care.”

The campaign is a marked shift from the previous campaigns as it aims to further enhance consumer engagement on oral hygiene by leveraging an interactive communicative platform.

“As part of the campaign, we have also set-up a toll-free number and a website, where consumers can call and ask the dentist their own questions related to oral health. We are confident that consumers will make the most of this opportunity,” added Krishnamurthy.

Consumers can also log on to www.askthedentist.co.in and get oral care queries answered.