Indianis Dentris
Agencies: Brand David Communications Pvt. Ltd. • The Refinery • Hungry Films
Description
Indianis Dentris is a Colgate campaign that turned worn toothbrushes into a fictional botanical species.
In India, many people continue using toothbrushes long after the bristles have frayed and “bloomed.” Ogilvy India and Colgate used this visual resemblance as the basis for a behaviour-change campaign, photographing real worn toothbrushes as rare flowers to remind people to replace their brushes regularly.
The final images were created using real toothbrushes, practical macro photography techniques and carefully controlled lighting. No CGI, 3D rendering or generative AI imagery was used in the creation of the final artworks.
The campaign received a Silver Lion for Photography at Cannes Lions 2026, a Baby Blue Elephant for Photography at Kyoorius 2026 and a Gold Photography Award at Good Ads Matter 2025.
This professional campaign titled 'Indianis Dentris' was published in India in March, 2025. It was created for the brand: Colgate Palmolive, by ad agencies: Brand David Communications Pvt. Ltd., Hungry Films, and The Refinery. This OOH Outdoor, Print, and Static Images media campaign is related to the Health industry and contains 7 media assets. It was submitted about 2 hours ago.
Credits
Photography: Jignesh Jhaveri / The Refinery
Agency: Ogilvy India / Brand David Communications
Entrant: The Refinery, Mumbai
Director: Mahesh Gharat / Hungry Films
Executive Producer: Dharam Valia / Hungry Films
Creative Leadership: Liz Taylor, Reed Collins, Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak, Prem Narayan
Creative Team: Juneston Mathana, Virendra Saigaonkar, Armaan Sunny, Vishal Goswami, Barun Rakshit, Amarttya Majumdar, Punya Arora, Shiladitya Saha
Account Management / Strategy / Production / Experiential / Technology: Amarinder Butalia, Esha Datta, Shikha Seth, Manmohan Nandrajog, Prajakta Powdwal, Nihar Pachpande, Divyang Pandya, Krishnakant Mishra, Kishor Manjrekar, Oona Bose, Jay Thackar, Rajneesh Bolia, Vaishali Mange
Editor: Sagar Chorat / Ogilvy India
