Colgate uncovers rare ‘flower’ blooming only in Indian bathrooms

Every year, discoveries push the boundaries – some redefine science, others shake up industries, but a rare few actually capture the imagination and spark a dialogue that alter the way we interact with our world. Colgate’s latest campaign is an example of an unexpected discovery shaping India’s oral health care habits.

For five days, visitors at Mumbai’s iconic Botanical Garden and Zoo marvelled at the supposed new species of flower, Indianis Dentris, its intricacies showcased in stunning macro photography. Social media buzzed with theories about its origins, and countless Indians came together to celebrate this botanical enigma.

Then came the big finish. The delicate, mesmerizing bloom? Not a flower at all. Just an overused toothbrush, lurking in millions of Indian bathrooms.

The campaign stood out as one of the wildest Colgate ideas ever, hacking curiosity and forcing people to confront their own habits. Nearly 1 in 2 Indians use their toothbrushes well past their expiration, unknowingly increasing their risk of cavities, gum damage, and other oral health issues. By transforming the mundane into the mysterious, Colgate made people feel this issue in a way traditional marketing never could.

“We were glad to see social media explode with reactions - shock, awe, self-reflection” said Juneston Mathana, Executive Creative Director at Ogilvy, India.

Gunjit Jain, Executive Vice President, Marketing at Colgate-Palmolive (India) Limited added, “The realization that millions of people were unknowingly risking their health with old toothbrushes wasn’t just a message, it became a provocation that stayed with our audiences”

“We wanted to engineer discovery,” explained Mathana, “Instead of preaching, we designed an experience that made people confront their own habits.”

The Indianis Dentris wasn’t just a thought-provoking awareness campaign, it was unique initiative that really grows on you.