Colgate’s Ad Shows an Eldery Woman Making a New Beginning with a Smile

Colgate’s Ad Shows an Eldery Woman Making a New Beginning with a Smile

There is a terrible stigma that surrounds widows getting remarried in India but loneliness and depression are real and it can affect anyone and the ongoing pandemic has been a great reminder of that. To address this, Colgate has rolled out an ad under its #SmileKaroAurShuruHoJao campaign to encourage a spirit of positivity among people during these challenging times. The ad film conceptualised by RedFuse WPP and directed by Vikramaditya Motwane sets the narrative of a post-pandemic world where an elderly woman who had been feeling extremely lonely during the pandemic takes charge of her life by tossing all inhibitions towards social-judgement and finding companionship once again. After the lockdowns, she finally gathers the courage to overcome her fears of what society would think and tells her family about her engagement with another man. The progressive ad is based on a bold concept that is executed beautifully to bring out the message of optimism. 

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