Mumbai: Colgate India has roped in cricketer R Ashwin for it's awareness campaign about oral health for people dealing with diabetes. The campaign has been conceptualised by VMLY&R, in partnership with Redfuse Media.

In the campaign film, Ashwin speaks from his experience of witnessing his father’s experience after being diagnosed with type-2 diabetes. The film aims to create awareness of how gum infections can complicate diabetes management.

Run in Hindi, English, Gujarati, Marathi, Kannada, Telugu, Tamil and Bengali languages, the campaign will be visible across digital platforms.

The cricketer gives a glimpse of the changes his family had to incorporate into their daily life following the diagnosis. It brings to the forefront the relatively unknown connection between diabetes and its oral complications and highlights the importance of oral health management and the benefits of Colgate’s special oral care toothpaste for people with diabetes.

“Few people realise that diabetes and oral health are very closely related. In fact, nine out of 10 diabetics suffer from oral health problems and these oral health problems further complicate diabetes management. Colgate has launched a special toothpaste for diabetics and an information campaign to educate diabetics about this connection. We are committed to reach millions of people across the country with this educational campaign and make the Colgate for diabetics toothpaste available across the country,” said Colgate-Palmolive (India) vice president marketing Arvind Chintamani.

Research done in India and around the world suggests that people with diabetes are three times more likely to get gum infections as compared to the non-diabetic population. Colgate has launched a special toothpaste for diabetics to address these specific problems, said the statement.

Speaking about the idea behind the campaign, VMLY&R chief creative officer Mukund Olety said, “Colgate toothpaste for the oral health of diabetics is an ayurvedic solution designed with diabetes experts to help with better diabetes care. While the product is clinically proven, we wanted to keep the storytelling warm and emotional. For this campaign, we picked a celebrity not only for his popularity but also because he is a genuine care giver. Ashwin’s father has type-2 diabetes and Ashwin, despite his busy schedule, takes time out to help his father in diabetes care. They have made changes in their lifestyle as well. And all of this can be seen in the film. The film is a slice of their life, a day in their household.”