Colgate-Palmolive has launched a regional campaign, “Every Smile Has a Story,” featuring families across India, Australia, New Zealand, the Philippines, and Malaysia sharing personal accounts of the brand’s role in their lives.
“At the core of this initiative is a universal truth: the desire to protect one’s family, ensuring their health and well-being through every stage of life,” said Samir Singh, EVP Marketing, Colgate-Palmolive Asia Pacific.
In India, one story follows a multi-generational sweet shop family whose legacy includes a longstanding reliance on Colgate for cavity protection. Another features Prateik Smita Patil, son of the late Indian actress Smita Patil, who according to the release never knew his mother but carries what is described as her most cherished gift — her smile.
From Australia, the campaign features AFL player Patty Cripps, who grew up in a remote community hundreds of miles from a dentist. His mother ensured he used Colgate to protect his teeth, and he is now passing that practice on to his own child.
The New Zealand story centers on the Colgate Bright Smiles, Bright Futures program, which the release says has reached the oral health of 2 billion children and their families worldwide. A teacher at Mayfield kindergarten is shown helping young children build confidence through oral health habits.
In the Philippines, a story follows a grandmother working overseas who sends home Balikbayan boxes containing, among other items, tubes of Colgate for her granddaughter.
“These are stories about growing up, about being away from home and coming back, about joy, disappointments, celebrations, ups and downs, about life, and most of all, about love,” Singh added.
“Colgate’s role in these stories is small but intimate, and completely authentic. We hope this will become a new way of communicating to people who are tired of hyperbole and exaggerated claims. Of telling human stories, simply and honestly.”
Credits
Colgate Palmolive APAC
Samir Singh: Executive Vice President Marketing, Asia Pacific
Akash Parekh: Senior Director of Marketing, Asia Pacific
Callista Fernandez: Director of Marketing – CDC, Asia Pacific
Colgate Palmolive India
Gunjit Jain: Executive Vice President Marketing, India
Ruchi Sethi: Director of Marketing – Core Toothpaste, India
Anagha Bhojane: Director of Integrated Brand Experience, India
Rahul Yadav: Senior Marketing Manager – CST, India
Arpit Jaiswal: Insights Manager, India
Colgate Palmolive South Pacific
Anand Taparia: Senior Director of Marketing, South Pacific
Mike Norris: Director of Marketing – Oral Care, South Pacific
Maria Casa: Lead of Integrated Brand Experience, South Pacific
Daniela Bosso: Senior Brand Manager – Oral Care, South Pacific
Colgate Palmolive Philippines
Edith Marquez-Reyes: Vice President Marketing, Philippines
Carlo Isla: Director of Marketing – Oral Care, Philippines
Bea Atienza: Director of Integrated Brand Experience, Philippines
Bianca Salcedo: Senior Brand Manager – CDC, Philippines
WPPCP APAC
Daniel Cullen: Executive Director
Reed Collins: Chief Creative Officer, Asia Pacific
Ken Kaneko: Senior Art Director
Sarthak Ranka: Head of Strategy
Nikhita Sejpal: Senior Account Manager
India
Kainaz Karmakar: Chief Creative Officer
Harshad Rajadhyaksha: Chief Creative Officer
Sukesh Nayak: Chief Creative Officer
Prem Narayan: Creative Strategy Officer
Juneston Mathana: Executive Creative Director
Armaan Sunny: Creative Director
Riti Hamlai: Senior Creative Director
Virendra Saigaonkar: Senior Creative Director
Amarttya Majumdar: Associate Creative Director
Amarinder Butalia: Associate President
Esha Datta: Senior Vice President
Faizan Shaikh: Management Supervisor
Sumeet Chhatri: Group Account Manager
Divyang Pandya: Agency Producer
Prajakta Powdwal: Executive Vice President – Planning
Rucha Nagavekar: VICE PRESIDENT – PLANNING
Nihar Pachpande: Senior Planning Director
Amit Mishr: Director
Yash Kamat: Director of Photography
Prafull Sharma: Founder
Sadhya Vyas: Executive Producer
Trisanku Kaushik: Producer
Jigar Joshi: Post Producer
Australia / New Zealand
Creative Agency: VML Australia
Paul Nagy: Chief Creative Officer APAC
Alison Tilling: Chief Strategy Officer (ANZ)
Richard Williams: Group Executive Creative Director
Ian Broekhuizen: Senior Art Director
Malcolm Caldwell: Senior Copywriter
Andrew Bao: Copywriter
Charles Dejean: Art Director
Kelly Foxcroft: Senior Director (Resourcing)
Elaine Loke: Client Partner
Danielle Winder: Senior Account Manager
Rachel Rider: Executive Producer
Stevi Russell: Lead Producer
Rachel Devine: Senior Producer
Media Agency: Wavemaker
Laura Brady: Client Partner
Alexia Antonis: Group Director WPP Media Sport and Entertainment
Nicola Milner: Client Group Director
Vanshika Gupta: Implementation & Activation Associate Director
Production Company: Finch
Christopher Nelius: Director
Martin Box: Executive Producer
Jackie Adler: Producer
Matt Toll: DOP
Citizen Jane: Casting
Philip Horn: Editor
Ben Eagleton: Colourist
Matt Edwards: Online
The Editors: Post House
Abigail Sie
/ Sound Narrative: Audio house
Philippines
Golda Roldan: Chief Executive Officer
Joe Dy Chief: Creative Officer
Javey Villones: Head of Art | Group Creative Director
Adri Bautista: Creative Director
Ardie Vega: Client Services Director
Nalla Yoshizawa: Account Director
Maan Valera: Account Manager
