Colgate Max Fresh Creates an Unforgettable Reading Experience

News: Readers of the popular Indian newspaper, the Times of India, were in for a surprise on December 24. The front page of the print edition featured a unique twist – all the photos had been flipped upside down. This intriguing visual anomaly was part of a collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker, and it aimed to create an unforgettable reading experience for the newspaper’s audience.

An “Ulta Pulta” Experience

Colgate Max Fresh, a toothpaste brand known for its refreshing properties, wanted to make the Sunday Times an “Ulta Pulta” (upside-down) experience. By flipping the photos on the front page, they created the illusion of printing errors, instantly capturing the attention of readers. The unexpected nature of the flipped images piqued curiosity and sparked interest from the very beginning.

A Clever Connection

However, there was more to this advertising campaign than meets the eye. When readers turned the page, they were greeted with a visual narrative that connected all the elements. The headline, “Neend mein hogaya na ulta-pulta” (Lost in sleep, upside-down), accompanied an image of a man peacefully sleeping amidst a bustling printing press. This clever wordplay perfectly aligned with Colgate Max Fresh’s mission to awaken and invigorate. The toothpaste brand strategically placed their product after the tagline “Neend Bhagao Taazgi Jagao” (Drive sleep away, awaken freshness), emphasizing the idea that embracing the unexpected can bring a burst of freshness.

A Deliberate Artistic Choice

To avoid confusion among readers, the Times of India clarified that the inverted photos were part of a deliberate artistic choice in collaboration with Colgate Max Fresh. They reassured readers that it was not a mistake or technical glitch. However, the upside-down photos did generate quite a buzz, leading to numerous calls and letters from curious and initially confused readers.

The Power of Creativity

This collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker exemplifies the power of creativity in capturing and retaining readers’ attention. By turning a simple print advertisement into an immersive and memorable experience, they demonstrated the impact of out-of-the-box thinking. This campaign serves as a reminder that in the fast-paced world of advertising, innovative approaches can leave a lasting impression on audiences.

FAQs

Q: Why were the photos on the front page of the Times of India flipped upside down?

A: The flipping of the photos was part of a collaboration between Colgate Max Fresh, Ogilvy, and Wavemaker to create an unforgettable reading experience for the audience.

Q: What was the purpose of the “Ulta Pulta” experience?

A: The purpose was to capture the attention of readers and spark curiosity by creating the illusion of printing errors.

Q: How did Colgate Max Fresh’s product align with the campaign?

A: Colgate Max Fresh strategically placed their product after the tagline “Neend Bhagao Taazgi Jagao” (Drive sleep away, awaken freshness), emphasizing the idea that embracing the unexpected can bring a burst of freshness.