Colgate’s nationwide oral health mission bets on dentists over celebrities

If brushing twice a day isn’t your thing, tonight might just be different. 

Colgate-Palmolive India launched an Oral Health Movement a few months ago. This initiative is a nationwide health drive that combines AI, accessibility, and awareness to tackle India's silent but widespread oral health crisis. But why does the brand need to do this?

Here is the truth, based on Colgate's insights: Half of all Indians experience gum issues, yet only one in ten are aware of it. The statistics remain concerning: 8 out of 10 individuals have cavities, with only 1 in 10 being aware of their condition. Although every Indian is expected to visit the dentist twice a year, only 1 in 10 actually did so in the past year. 

Launched in November last year, Colgate’s Oral Health Movement introduced an AI-powered oral health checker on WhatsApp. Users can scan a QR code, respond to a few questions, upload photos of their teeth, and promptly receive a personalised oral health score along with expert recommendations.

AI dental health checker on WhatsApp

One might wonder how this even works? Uploading three photos of your teeth for oral health checkup?

Gunjit Jain, executive vice president of marketing at Colgate-Palmolive India, explains the process in detail. 

“Curiosity about oral health is very high in Indians. And that’s how our initiative has been successful. In partnership with Logy.ai, Colgate has developed a tool that asks a few questions, users upload three images of their teeth, lower jaw and the upper jaw. The tool is trained to assess risks for gum problems, cavities, and stains—and till now it has helped over 4.5 million Indians screen their oral health.”

Of the 4.5 million, more than 700,000 individuals have reportedly received a free dental consultation through Colgate’s partnership with 53,000 dentists via the Indian Dental Association (IDA).

Awareness where it matters the most

The true surprise of the campaign emerged from rural and semi-urban India. States such as Uttar Pradesh, Bihar, and Rajasthan—historically regarded as lacking in oral care—demonstrated above-average participation.

Uttar Pradesh, representing 17% of India’s population, contributed 27% of total scans. Bihar, with 9% of the population, delivered 11% of scans, while Rajasthan, accounting for 6% of the population, represented 9% of scans. In total, Colgate received participation from over 18,000 pincodes, covering both urban and rural India.

The data trends indicate significant variations across regions. Tooth stains were more common in eastern India, primarily due to the region's tobacco use. Cavities, conversely, were more prevalent in Kerala, Jharkhand, and Rajasthan, with over 50% of participants identified as being at high risk.

Back in 2014, Colgate India, in collaboration with the Indian Dental Association, started Oral Health Month (OHM)—a two-month campaign held in November and December to promote oral hygiene and offer free dental check-ups across the country.

Why oral health matters now

Although nearly all households in India use toothpaste, there remains an opportunity for the adoption of optimal oral care behaviours. According to user participation in the Oral Health Movement, India's average Oral Health score stands at 2.6 out of 5.0.  

Jain shares that the larger goal for the oral health movement extends beyond merely scanning oral health and obtaining a score. The focus is on encouraging and guiding individuals towards improved oral health results.

One of the major issues is toothbrush replacement. While dentists advise replacing a toothbrush every three months, the average Indian changes theirs only once every nine months. More than 53% of the population uses a frayed toothbrush, which can increase the risk of cavities and stains by twofold.

To address this issue, Colgate initiated creative campaigns, including one that portrayed old toothbrushes as wilted flowers, to raise awareness and encourage behaviour change.

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Not just influencers, but professionals

Colgate’s campaign notably does not depend on celebrity influencers to promote adoption. Jain argues that celebrity endorsements are not always essential.  

“When it comes to health, the most credible influencers are dentists,” says Jain. “That’s why IDA’s partnership was crucial. Dentists are a credible source of information, and when they tell you to scan the QR code and come in for a check-up, people listen.”

The brand has also experimented with a mix of on-ground activations including a presence at the Mahakumbh and door-to-door awareness efforts in both cities and villages, , as well as using traditional media such as television and newspapers, alongside digital performance marketing to maximise impact.

Key findings from Colgate’s oral health report

According to data collected from Colgate’s AI-driven oral health screenings. Forty-one percent of individuals are at a high risk of cavities, forty-four percent are susceptible to gum issues, and fourteen percent report visible teeth stains.

In total, 72% of Indians face a high risk for at least one oral health issue, with 4% at risk for all three: cavities, gum problems, and teeth stains. 

Despite increasing awareness efforts, only 10% of the 4.5 million Indians screened achieved a perfect dental health score of 5 out of 5. Conversely, 24% of respondents received the lowest possible score of 1, indicating a pressing need for improvement in oral hygiene practices.

Two demographic groups were particularly notable for their increased vulnerability to cavities: 50% of children aged 3 to 12 years and 72% of adults aged 64 and older were identified as being at significant risk. These segments necessitate careful attention and targeted preventive care to prevent long-term oral health issues.

These findings can assist the brand in addressing dental issues more effectively across various age groups and regions.