Colgate India hired WPP@CP

2024 · Oral care

The last thing millions of Indians put on their teeth at night is sugar, and Colgate needed to reach them in that hour rather than in the morning.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The campaign was built on that finding and scheduled to run between 8pm and midnight, partnering with dessert influencers on Instagram so the surprise ending landed with people already watching food video.

Who says so	BuzzInContent, quoting the agency's executive creative director, who also says micromanaging influencer content had previously failed. No second report names the agency on this campaign. Read it
A second source	No independent second source was found. Searches of the Indian and international marketing trade press returned no separate report naming WPP@CP on this campaign.
What the agency was asked to do	Not published as a quoted brief. On record: lead the #BrushTonight influencer campaign, built on the finding that the last thing millions of Indians put on their teeth at night is sugar rather than toothpaste, and placed at dinner time between 8pm and midnight.
How the agency was picked	Holding company assignment
How that happened	WPP@CP is described as an integrated global WPP team dedicated to serving Colgate-Palmolive worldwide, so the work sits inside a standing holding company arrangement rather than being won in a pitch. No competitive process, rival agencies or fee are named.
How long it took	Not found. The interview carries no campaign start or end dates.
Recorded as	Colgate India (#BrushTonight)

Watch out for: Every quote comes from the agency's own executive creative director in an interview, and no Colgate decision maker is named or quoted. BuzzInContent is a niche Indian content marketing title rather than one of the major trade publications, and this is an interview feature, not an account win report. No campaign results, budget, number of creators or dates were published. The nighttime brushing claim about millions of Indians is the brand's own framing.

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