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Colgate Dental Cream- Perforation plate for Odisha Mela
The Brief:
To promote Colgate Dental Cream toothpaste and educate people about cavities in the Jaganath Puri Rath Yatra.
Communication insight:
"Food stuck in the mouth can cause cavities."
Solution:
Over 3 million people visit Jaganath Puri Rath Yatra. After the big pooja/ceremony, we distributed plates among the people during the meal hours.
The plate is designed with grooves in shape of denture, causing the food served in the plate to be left behind in the grooves.
This was directly meant to connect with the message...
"Food stuck in the mouth can cause cavities."
