Colgate's new IPL campaign urges consumers to take a strategic time out for their smiles

'Indian Sweets League' campaign featuring cricket icons Suresh Raina and Zaheer Khan aims to raise awareness about oral health while celebrating IPL wins.

As millions of people are glued to the all-new season of Indian Premier League (IPL), Colgate-Palmolive India’s campaign Indian Sweets League works as a clever reminder to do something that fans often miss after the celebrations; brushing teeth at night. Indian Sweets League is a unique collaboration with JioCinema and Indian Premier League (IPL) as part of Colgate’s #BrushTonight initiative aimed at raising awareness about oral health.

With cricket legends Suresh Raina and Zaheer Khan leading the charge, Indian Sweets League takes forward the narrative of encouraging consumers to adhere to the crucial practice of brushing teeth before bedtime after indulging in sweet delights.

The campaign promises to deliver a mix of fun banter, match predictions, and a focus on night time brushing. It encourages viewers to take a 'strategic timeout' every night to brush their teeth, thus ensuring a winning smile.

Gunjit Jain, executive vice president, marketing, Colgate-Palmolive India, said, “The last thing that millions of Indians put on their teeth is sugar, not toothpaste. This behaviour gets heightened during the IPL season as Indians watch with rapt attention while munching on snacks, and ending it with a sweet celebration as their team wins the match. Our new campaign reminds IPL-loving Indians to enjoy cricket, but also protect themselves from cavities by taking a strategic time-out to brush their teeth at night.”

Shekhar Banerjee- chief client officer and office head, West, North & East Wavemaker India, GroupM said, “Our task is to drive behaviour change at scale and this idea with IPL on JioCinema had the power to influence close to 50% of urban India every night. With contextual messaging for every match, we have created the perfect mix of right time and right message that reminds every fan to brush at night.”

Each IPL match night will see a new edition of the Indian Sweets League, adding an extra layer of excitement to the cricket viewing experience.