INDIANIS DENTRIS

Colgate Ww “APORTRAIT OF — “BEAUTIFULLY ANATIONAL HABIT” SHOCKING” THEWEEK EEEWiow “UPCLOSE — “ASTARTLING AND PERSONAL” REVELATION" yahoo! MANFEST t yy. indianis dentris CONTEXT In India, toothbrushe blind spot. Since they don't deplete like shampoos and soaps, Indians often forget to replace them for months, causing them to fray beyond all reasonable limits. It’s gone so out of hand that the average Indian toothbrush now looks less like a brush, and more like some exotic wildflower And with frayed toothbrushes causing gum damage, cavities, sensitivity and more, the issue had finally reached the scale of an oral health crisis in the country, IDEA We meticulously recreated the visual lanquage of botanical photography to tum India’s old toothirushes into a historic new flower species, that sparked national curiosity. Led bya highly publicised photo exhibition at Mumbai Botanical Gardens, these mesmerising images stunned viewers, and QR codes offered to show footage of the flowers blooming - exposing the ugiy truth behind them. Finally, viewers were taken to a microsite where they could immediately buy a new toothbrush. 8x 600 1pn+ $ 12.5% t9.6% TOTAL Fi EARNED MEDIA MEDIA ROL oop Wis —= VOLUME GROWTH" CATEGORY VOLUME GROWTH’ a parses re —== er ISVOUR TOOTHBRUSH N : INDIANS ingiar i dentris be al ANAS NEUEST 4 i SHCESCEAONR, “a « f i FR Flower Power: Meet The Indianis Dentris! Exhibition Scan Microsite Media coverage