Colgate-Palmolive (India) Limited, the nation’s top oral care brand, has announced the start of its revolutionary oral health movement as part of its goal to support India’s oral health journey.

This innovative AI-powered project seeks to close the knowledge and accessibility gap about oral healthcare in India while motivating Indians to place a high priority on their oral health. This program is in line with Colgate’s mission to improve oral health in India by fostering ecosystem development and advancing science-driven innovations, establishing oral care as a top priority and a major factor in the general health of the country.

An AI dental screening tool created in collaboration with Logy is at the center of this effort. AI, which enables consumers to instantly obtain a dental screening report produced by AI with just a straightforward WhatsApp conversation. Anyone can join by scanning the QR code on the most recent Colgate product packets or by calling 8806088060, answering a few questions, and submitting three pictures of their mouth to receive a free AI-powered dental screening report. The program is available in nine major Indian languages.

Additionally, in order to support the Movement and provide free dental consultations to individuals following the tool-based screening, Colgate has teamed up with the Indian Dental Association (IDA) to activate a network of 50,000 practitioners. The Movement seeks to encompass a variety of touchpoints, such as retail establishments and educational institutions, in order to guarantee broad reach.

Colgate Bright Smiles, Bright Futures® (BSBF), the company’s main education program, has grown steadily in India, reaching more than 180 million schoolchildren since 1976. The program’s main goals are to raise awareness of tobacco prevention, the importance of proper diet, and proper oral hygiene practices. The BSBF program reached important milestones this year by collaborating with the State Governments of Goa and Uttar Pradesh to expand the reach of this flagship in-school program. It also aims to raise awareness of oral health among more than 2 lakh children in Goa and more than 2 crore children in Uttar Pradesh.

For optimum effect, Colgate‘s Oral Health Movement will make use of a wide network through the strength of partnerships. The company will work with a large number of retail clients, educational institutions, housing societies, bus stops, and corporations to provide free on-site dental tests in addition to its cooperation with the Indian Dental Association (IDA).

Alongside the Oral Health Movement, Colgate’s multifaceted strategy includes a mass media campaign encouraging people to get dental checkups. Influencer partnerships and nationwide on-ground activations support this campaign, which is broadcast on television and digital channels. The goal of Colgate‘s multifaceted strategy is to reach millions of Indians.

Priyanka Dutta