Colgate's endearing campaign encourages people to stop worrying about 'what'll people think' and just follow their hearts

• The ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by Bollywood director, Vikramaditya Motwane.
• It showcases the journey of elderly singles to find companionship while overcoming the fear of social judgment.

Colgate-Palmolive (India) Limited has launched a new communication under its ‘Smile karo aur shuru ho jao’ campaign.

c. The story reveals the journey of an elderly woman whose heightened loneliness during the lockdown propels her to take charge of her life with a decision to find companionship. The narrative describes her experience of overcoming inhibitions and fear of social judgment, leading us to witness a pivotal moment in her life after the lockdown where she embraces a new beginning with optimism and confidently introduces her new partner to her family and loved ones.


Talking about the TVC, Mr. Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “While the pandemic has been a time of uncertainty and difficulty, it has also given people a chance to reflect and reassess their individual life journeys. One such opportunity for revaluation is the challenge of loneliness faced by elderly single people who often remain single burdened by the fear of social judgement in starting afresh and finding companionship. Our story, narrated wonderfully by Deepti Naval, encourages people to be positive and look beyond the worry of what society might say and celebrate their lives fully. We, at Colgate, strive to tell such stories to inspire hope and courage to reimagine a better future...and smile karo aur shuru ho jao.”

The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by Bollywood director, Vikramaditya Motwane.

Speaking about the idea behind the campaign ad film, Delna Sethna, Executive Creative Director, RedFuse, said, “Since the beginning, Colgate’s Smile karo aur shuru ho jao campaign has narrated stories of confidence and courage. The latest ad film touches upon the topic of remarriage, which is known to be a sensitive topic in India, especially among women. We want to encourage conversation on this often taboo subject and try to normalize the culture of women in India remarrying, for whatever reason they deem worthy. The overall aim of the film is to encourage optimism and to look beyond the fear of judgement and act with the hope of a positive future.”

The Smile karo aur shuru ho jao campaign has also featured stories of people like Yashasvi Jaiswal, the youngest Indian to score a double century in the history of 'List A' Cricket, Divyanshu Ganatra, India’s first visually impaired solo paragliding pilot, and that of Sindhutai, India’s mother of orphans.