While the act of brushing is mundane and ordinary, it had to feel real as a physical routine

when toothbrush was replaced with sweets. The performance needed to be convincing

enough. A montage of diverse families across India, cut to a light-hearted music, showed the

habit of consuming sweets after dinner. Thereby, conveying the serious message about the

importance of night-brushing.

To say India loves sweets is an understatement. To say it accounts for 35% of the global sweet consumption would be more accurate. Everything from cultural festivals, to religious events, to family moments are celebrated by eating sweets. But it’s not like Indians need an occasion to indulge their sweet tooth – dessert post dinner has become a tradition of its own. One thing that hasn’t, however, is brushing after that.

Despite being aware that sweets are bad for their teeth, Indian’s felt that simply rinsing their mouth with water would provide sufficient protection. Which explains why 9 out 10 Indians suffer from cavities, making dental issues a ‘silent epidemic’.

As the leading dental care expert, Colgate wanted to show them the reality of their own actions. And with the festive season coming up, sweet consumption would soon see an all-time high, making the need for action even more important.

‘The Sweet Truth’ was an insightful commentary on the peculiar post-dinner habit that the whole nation shared. The film featured people and families doing what they do best: indulging in sweets. But this time they weren’t just eating it, they were literally ‘brushing their teeth’ with it, showing viewers what it means for their teeth when they end their night with dessert. Through its arresting visuals, the film comically subverted India’s favourite post-dinner habit to seed the necessity of a much more important one – brushing before bed with toothpaste.

‘The Sweet Truth’ is an insightful commentary on the reality of India’s post-dinner habits. In a

visually stark way, it shows us how deeply-ingrained it is to end the night with something sweet,

leaving the door open for cavities. The film showcases people and families from various backgrounds humorously ‘brushing’ their teeth with sweets. In doing so, it makes a powerful argument for another habit we ought to adopt, one that is most important to elevate India’s oral care – brushing before bed with toothpaste.

India is the global capital of oral problems, with approximately 89% of people not brushing twice a

day. To make matters worse, India’s addiction to sweets was only on the rise. And when a nation of more than 100 crore sweet lovers end their night with dessert, more often than not, they wake up to cavities. Colgate, the world’s leading oral care brand, knew that the issue couldn’t go unchecked, especially with festivities around the corner. But how do you get a nation to understand the reality of their own habits, in a way that’s as hard to ignore as the sweets in their fridge?