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‘Colgate Brush-up Challenge’ a campaign launched by Colgate-Palmolive (India) Limited, the market leader in oral care in association with the Indian Dental Association (IDA) has entered the Limca Book of Records with a National Record 2009 for the largest campaign for oral health. ‘Colgate Brush-up Challenge’ was organised in October 2007 as part of Colgate Oral Health Month. During the month-long campaign 1, 77,003 students from 386 schools in 22 cities across the country, in one day and at one time, brushed their teeth for one minute. Limca Book of Records is the Indian equivalent to the Guinness Book of World Records with emphasis on unique achievements of Indians within the country and abroad. It's a salute to all those Indians who want to do something different and be remembered for their distinctive deeds.
The ‘Colgate Brush-up Challenge’ has already created a Guinness World Record in India for ‘most people brushing their teeth (multiple venues)’ and accordingly a certificate of achievement was awarded by Guinness World Record.
Organised as part of the 4th edition of the Oral Health Month, ‘Colgate Brush-up Challenge’ was aimed at boosting and spreading greater awareness about oral health in India, while teaching school children the right way to brush.
Prabha Parameswaran, Vice President - Marketing, Colgate-Palmolive (India) Limited said, “We are delighted to have entered the Limca Book of Records with ‘Colgate Brush-up Challenge’. We at Colgate believe in leading from the front and ‘Colgate Brush-up Challenge’ was an initiative to educate people on the importance of good oral care practices in an innovative way. Launched as part of Oral Health Month, our yearly campaign on promoting good oral care, this initiative reached children across the country who participated in the event and we hope this national recognition will spur people to adopt good oral care habits.”
