Funny Pair of Campaign Films from Whistle Highlight ‘Dental Embarrassment’

The music for the campaign was created with a small instrument called the “Morchang” which is played with your teeth.





Wieden+Kennedy India

Whistle, a cosmetic dentistry brand, in partnership with Clove, a dental chain, ventured into the domain of invisible aligners this September. Amidst a landscape of uniformity, where each brand emphasizes functionality and the pursuit of a flawless smile, Whistle set out to challenge the established norms in the category

Drawing from consumer insights and interviews, the brand discovered that young adults, navigating a world obsessed with glamour and first impressions, often feel embarrassed by their imperfections.

Working with Wieden+Kennedy India the campaign features an amusing film that addresses how Whistle can assist in addressing teeth imperfections, which often result in embarrassment and a dent in confidence. The narrative revolves around an individual striving to navigate daily tasks but facing challenges due to this unique issue.


W+K is also behind the brand name, baseline, and the new brand/visual identity which will pan out at different touch points along this film campaign

Commenting on the Campaign, Amar Singh, Chariman and CEO Clove Dental said: “Explaining the need and benefits of a new product in a new category is a challenging job. W+K team understood the product and researched consumer needs and developed a great campaign”.



Santosh Padhi (Paddy) Chief Creative Officer of W+K added:

“The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it.”

“The icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region.”


Creative team: Santosh Padhi (Paddy), Anuja Kanure
Account management: Shreekant Srinivasan, Snigdha Jha, Preksha Shinde, Raghav Bahl Planning: Anirban Roy
Production House: LoudMouth
Director: Aakash Bhatia
Producer: Monisha Khanna

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