Colgate has launched an AI-enabled dental screening tool on WhatsApp as part of its Oral Health Movement campaign in India. Users can scan a QR code on Colgate packs or call a helpline to upload a photo of their teeth, generating a free dental report and accessing a postcode-based free dentist consultation.
The campaign, created by WPP@CP, shifts from Colgate’s humorous ads to a focus on raising oral health awareness. Previous ads, like *The Sweet Truth* and campaigns for Colgate Strong Teeth and MaxFresh, used humor to emphasize the importance of brushing and dental health. According to Mathana, Colgate leverages storytelling to make its campaigns both memorable and impactful.