We always managed to illustrate, communicate and, most importantly, associate the unique design of Colgate 360 Toothbrush with through and complete cleaning for the mouth. But only through Television and Print.

Radio reduced the communication to merely a statement. And in a country where traffic jams ensure that people stay tuned-in for long hours, we had to ensure that even radio builds on this association.And so the innovation; done in collaboration with a popular radio channel. It not only associated Colgate 360 Toothbrush with complete mouth cleaning; it was done when the listener was least expecting it.

(A song is played, with the expletives censored using a brushing sound. At the end of the song:)ANN: New Colgate 360 Toothbrush.

SFX: BrushingANN: Get the filth out of your mouth.