As part of its ongoing endeavor to promote optimism over self-doubt, Colgate-Palmolive (India), the market leader in dental care, shared an inspiring true tale of Kiran Kanojia as part of its ‘Smile Karo Aur Shuru ho Jao’ campaign. For more than three years, Colgate India has been putting its ‘Smile Karo Aur Shuru Ho Jao’ (Smile and Get Going) philosophy to life by sharing inspiring real-life tales from throughout the country. The program aims to inspire us to embrace optimism in the face of adversity and to use grin as a secret weapon to dispel all negativity so that we can go forth and live the life of our desires.
Colgate has developed a new campaign honoring Kiran Kanojia’s remarkable narrative, which continues to deliver on the aforementioned message. The commercial begins with Kiran, who was 25 years old at the time, being forced off a train by criminals attempting to take her bag, and her left leg being crushed. To preserve her life, doctors had to amputate her limb. But she determined not to give up in the face of adversity. She not only begins to walk but also completes her first marathon as a blade runner, thanks to her constant determination and tenacity. She is now known not just for her bravery, but also as an evangelist who spreads hope and confidence to others.
The Colgate commercial tries to rekindle a desire in viewers to overcome their own obstacles and persevere until they achieve their goals. “Colgate believes that optimism has the power to move mountains, and Kiran is a shining illustration of our philosophy,” said Arvind Chintamani, vice president of marketing at Colgate. We are tremendous admirers of Kiran’s indomitable attitude, which has helped her become India’s first female blade runner to complete a marathon, and we pledge to continue to encourage and motivate everyone to be more positive and cheerful every day, and to remember to Smile & Get Going!”
RedFuse, WPP’s integrated communications partner to Colgate India, created the campaign ad video. The advertisement will be shown in 12 languages, including Hindi, Assamese, Urdu, Oriya, Tamil, etc.”Under that small, soft-spoken exterior Kiran is a powerhouse, full of passion and courage,” Delna Sethna, Executive Creative Director, RedFuse, stated of the campaign ad film’s concept. Her narrative, I believe, will inspire others. Not to start running marathons, but to follow the less traveled way. One that is more difficult. Someone who pushes you. One who understands that there is always a light at the end of the long, dark tunnel.”
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