The Challenge:
There’s nothing that quite says it like a smile. Something that was very apparent to the Brand Managers of P&G’s oral care brand P&G. Yet people in India were not overly concerned about oral care and don’t visit the dentist unless they absolutely need to. What was needed was an incentive to visit a dentist while not appearing to be too daunting.
The Solution:
The Smile India Campaign was a 360 degree campaign that combined digital, print, in store and offline activations. The core idea being protect your smiles with India’s ‘Smile Ambassador’, Madhuri Dixit. A well known film personality, she was the true anchor to the campaign. The second and third iteration of the Smile India Camapaign was to be run on P&G’s multi-brand platform Reward Me.
Smile India Movement 2:
The second edition of the Smile India Movement saw people being asked to pledge to protect their smiles. They could then provide their details and go for a free medical check up in one of the pre-selected clinics.
Smile India Movement 3:
In the third edition of the Smile India Movement, contestants were asked to share their smile stories with a relevant picture. Lucky winners could win a iPad and the chance to meet Madhuri Dixit in person.
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Creative Direction |  |
Information Architecture | |
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Art Direction |  |
Strategy | |
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Copywriting |  |
Project Management | |
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Social Media |  |
Client Management | |
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Pitching |
