Categories Name : SOCIAL MEDIA
Sub-Category : Best Use of User Generated Content
Campaign Name : Baat Karke Toh Dekho
Objectives: Colgate, India’s market leader in oral care with an 88-year legacy of building the category through science-backed innovation. However, the rise of natural-ingredient brands challenged its leadership. The objective was to reinforce Colgate as India’s Oral Care Expert by transforming its scientific expertise into a technology-led solution that could make oral-health assessment accessible at national scale.
Insight:
-While 10% of Indians believe they have cavities, over 90% actually do. This gap stems from low awareness, limited access to dentists, and belief that oral care is limited to brushing.
-AI-powered computer vision was transforming medical diagnostics globally
-India has over 870M smartphone users with WhatsApp
Strategy & Idea: Colgate launched Oral Health Movement(OHM), a WhatsApp AI dental-chatbot. Users uploaded three photos of their teeth along with basic lifestyle inputs. Computer vision models analysed cavities,gum condition, and decay patterns to generate an instant personalised Oral Health Score along with recommendations. Importantly, Whatsapp's robust privacy mechanisms ensured that health-data remained secure, making users comfortable sharing personal oral-health information.
Execution: WhatsApp became the primary diagnostic interface guiding users through assessment. To expand access trained volunteers enabled assisted scans across workplaces, retail outlets, transport hubs, and even at Kumbh Mela. QR codes on 800M+ packs served as a daily reminder to scan. Amitabh Bachchan(on KBC) and Nagarjuna(on BiggBoss-Telugu) and expert influencers on social encouraged nationwide participation.
Results:
In 6 months, 4.5M scans were completed across 18,000+ pincodes, creating largest oral-health dataset in the category. This goldmine of data, enables future personalised media campaigns. Colgate’s imagery as “Best Oral Care Expert” increased by +5pp, proving technology can turn everyday smartphones into powerful preventive healthcare tool.