Gunjit Jain, executive vice president of marketing at Colgate-Palmolive India breaks down Colgate's strategy to change this behavior through The Sweet Truth campaign
Oral category in India stands at 2 billion US dollars. The majority chunk of that is toothpaste. Yet, 80 percent of urban Indians brush just once a day and 55 percent of their rural counterparts do not even brush daily; they brush occasionally. If instead of just brushing in the morning, we also brush at night, the chances of developing cavities drop by a whopping 50 percent. Using this insight, Colgate has come up with The Sweet Truth campaign.