Colgate India’s latest campaign cleverly turned the overlooked habit of replacing toothbrushes into a powerful conversation.

For five days, visitors at Mumbai’s Botanical Garden and Zoo were introduced to Indianis Dentris, a supposed new flower species. Stunning macro photography created buzz—until the reveal: it was actually an overused toothbrush. This eye-opening twist highlighted that 1 in 2 Indians use their toothbrushes beyond their prime.

By sparking self-realization instead of traditional warnings, Colgate disrupted behavior and redirected audiences to a website for more information and immediate purchases. This innovative activation reinforces Colgate’s mission to transform everyday oral care habits.

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