Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category :B09. Most Effective Chatbot Solution

Campaign Name : Colgate Oral Health Movement: A Dentist in Every Pocket: Democratizing Oral Care Through AI

Brand Name : Colgate India

Agency Name : Wavemaker India

Results

Concept: India faces one of the world’s biggest burdens of untreated oral diseases, not because people neglect their health, but because access, awareness, and affordability are deeply unequal. Colgate’s Oral Health Movement (OHM) set out to democratise preventive dental care by placing screening directly into people’s hands on a platform they already trust: WhatsApp. The mission was clear: convert a nation that visits dentists only when in pain into one that embraces preventive oral care. Innovation: At the heart of OHM was an AI-powered WhatsApp chatbot a first-of-its-kind dental screening companion accessible in multiple languages. It analysed user-submitted images, assessed risk levels, generated personalised oral-health scores, and mapped nearby dentists using pincode intelligence. For low-connectivity regions, Colgate extended this tech through on-ground camps, where the same chatbot workflow was used by volunteers and dentists, ensuring no Indian was left behind. Execution: The movement rolled out in three phases: a Test & Learn pilot, a nationwide 16,000-pincode deployment, and a multi-layered awareness drive across digital, TV, influencers, workplaces, religious gatherings, and transport hubs. Language-first communication boosted trust, influencers simplified dental concepts, and double verification ensured authentic participation. Results: In 90 days, the OHM chatbot facilitated 4.2 million screenings, exceeding targets and giving millions their first-ever oral-health score. The initiative bridged India’s digital and physical divide, covering 85% of the country. It created one of India’s largest oral-health datasets and, more importantly, shifted oral health from a neglected chore to a national preventive movement.