Tag: advertising

Attempting to List All Publicis Groupe Agencies

Publicis Groupe agency logos

A lot happened to Publicis Groupe and me over the past few weeks. It announced the merger of Convonix and Resultrix brands under Performics India in May and the completion of Epsilon’s acquisition early last week. I completed four years with one of its agencies a day before the second announcement. And instead of recording my experience and spilling some beans on LinkedIn like I did in 2018 I thought of creating this: a comprehensive list (plus my first try at an infographic) of all the Publicis Groupe agencies in the world.

For your reading convenience, this write-up is divided into four sections: the infographic (with links to downloadable PDF and high-res JPG), a bit of personal history and why I decided to do this and how, the entire list, and some more information about Publicis Groupe.

Here you go!

All Publicis Groupe Agencies in the World – an Infographic

I am a sucker for logos the same way I am a sucker for movie posters and design. So, when the idea to create this list struck me I immediately began collecting good-quality image files of logos of different brands under the Publicis family.

This infographic below is the product of at least four hours of web extraction in a span of three weeks where I went beyond Google to scrounge for the latest identities of various Publicis brands. How I did that can come later. For now for your viewing pleasure: all the Publicis Groupe agencies in the world (including the recently acquired Epsilon) in a single frame.

Publicis Groupe agencies
All Publicis Groupe agencies classified across four solution hubs

(Note – The PDF file can be downloaded from Scribd here (2MB). The high-resolution image file from Imgur here (1MB).)

It should be noted that some brand logos were omitted because they were either not found on the web (or I was unable to find them) or they were a part of an agency’s regional concern. For example, Digitas has presence across the globe where it is categorized as Digitas India and Digitas Hong Kong. I chose to skip those logos because of redundancy and a lack of space. But if you are a brand fanatic like me you should check out their website. Their logos are to die for; just look at the one for Kuala Lumpur. While you’re at it, also check out the logo for Bartle Bogle Hegarty (BBH) (on whose website’s colour scheme is my CV based, by the way). And then take a look at my favourite logo of the Publicis lot here:

Nurun 2019 logo GIF
Logo of Nurun / © Nurun.com

I am also a fan of logos of Publicis Lupe, North Strategic, Starcom, Marcel (reminds me of logos of ING bank and Lowenbrau lager), Leo Burnett, Vivaki, and Publicis Health Media.

Logos that are relatively bigger in size than the ones surrounding them points to their individual stature in their respective hubs. For example, Starcom and Performics have been given huge real estate in the infographic not only because they contribute a higher revenue to the Groupe but also because they are an integral part of the hub (Publicis Media) they are representing. Compare this with ZenithOptimedia under Zenith and B2B Group under Performics.

Logos were sourced from websites, social media handles, or press releases of respective brands. To state the obvious, the brands own the copyright to the logos and other associated trademarks. This website is not monetized with ads.

The Why

Like I mentioned before, I am obsessed with brand identities. One of the first things I did when I learned that my agency is part of a huge holding group was to go on the Internet and read up about its history and eventual amalgamation. It is then when I found that Publicis is part of the Big Four in advertising, similar to how they have it for accounting. There may be a fifth one now (Dentsu Aegis Network or DAN) but let’s not digress.

Then when I found out that there are hundreds of companies scattered across the globe under the Publicis umbrella, I had to explore them. Not because I am interested in the group’s Talent in Motion facility or the Power of One idea, but because of the sheer existence of so many brands under one larger brand name.

Advertising and marketing pundits may be divided in their opinion about why that is so (a conversation that erupted earlier in 2019 when Accenture Interactive acquired Droga5), but I am personally focusing on the brand and work diversity, the scale, and the massive control that Publicis has in the field. That a young man’s brainchild first formulated in 1926[1]Publicis was founded in 1926 in Montmartre, Paris by a 20-year old Marcel Bleustein who named it so based on the French word for advertising (Publicité) and the French sound for the number six (cis). He was born in the year 1906. (History, Publicis Groupe – https://www.publicisgroupe.com/en/the-groupe/History) would go on to help pioneer and then influence an entire industry over a period of nearly a century simply stuns me. This article is possibly a byproduct of that stupefaction.

A Bit of Personal History with Publicis

Ever since I joined Performics India (erstwhile Performics.Convonix) in July 2015, I was smitten by its creative work and all the branding that I observed as an employee. The phase-wise change in logos and the branding as the Mumbai-based small-time digital marketing agency (founded in 2003) slowly got merged to the Groupe can be best seen through the changing designs of the envelope that enclosed my appraisal letters.

Performics India office in Lower Parel
The Performics office entrance that greets me every time enter the office

The first appraisal letter in 2016 was delivered to me in a white envelope, the second in 2017 in a black envelope with the SMG Convonix branding, and the last two in 2018 and 2019 with the branding of Performics.Convonix (green + white).

So much that this is an essential exercise as I celebrate my fourth anniversary with the company.

Another reason that I remember is the email conversation between me and my agency’s Co-CEO Sarfaraz Khimani during the 2019 edition of the Convonix Premier League (CPL) which fortunately hasn’t undergone any change in branding. It was something about a bump in his responsibilities in the organization and I had quipped how I did not understand how the hierarchy really worked. I think I have some idea now.

The How

The best way to describe this attempt is to liken it to first degree madness. Why else would someone spend hours to attempt such a list when the Groupe already has a web page dedicated to it. In my defense, there are a lot of missing objects on that page and does not really appreciate its own gargantuan scale. It might be Publicis’s modesty or the need to only push the bigger brands on its website. And this here is like an extended version of it.

I started my research with the Publicis website, slowly moving on to standalone websites of all the other brands. Since the list is just too big and the companies only accessible to the regions they are relevant to, I had to use a couple tricks to get past the frontend. I used VPN to access some websites in the Middle East and Latin America, used a digging tool to extract image files from the websites, used a conversion tool to convert SVG image files to PNG, and sometimes depended on third-party platforms to understand what the latest logo of a brand is. AdAge, Campaign, and The Drum really helped.

The amount of changes some of these logos have undergone is mind-boggling. And these companies sometimes do not announce it, making such exercises a tad difficult. But who is complaining?

At the end of this exercise, I had a Word document of all the companies under the Publicis umbrella and a folder containing all the logo files. I used PowerPoint to create the infographic which should confirm why the hi-res image (if you downloaded) is not really hi-res. The PDF is much better.

The List – All Publicis Groupe Brands

I have added footnotes wherever needed and tried to expand the abbreviations. In cases where brands have two or more names, I have stuck with the one mentioned on their website or on an official Publicis site.

As noted earlier, country- and city-specific brands are not included. Other than the four hubs mentioned in the infographic, this list also has two extra solution centers as found on the Publicis Groupe website.

The brands are classified according to the following solution hubs and their sub-organizations based on the mantra of “no solo, no silo, no bozo”:

  • Publicis Communications – creative communications
  • Publicis Sapient – consulting, data science, digital technology
  • Publicis Media – analytics, performance marketing, content, data
  • Publicis Health – creativity and technology in health sphere
  • Global Client Leaders – bridge between agencies through the Power of One and Re:Sources (Publicis’s finances solution)
  • Specialized Agencies (possibly now defunct)

Here you go:

List of Publicis Groupe Agencies in the World

Listed in random order.

  • Publicis.Sapient (Sapient Corporation)
    • Sapient Nitro
    • Sapient AG2
    • Sapient Consulting
    • Digitas
      • DigitasLBI
    • SapientRazorfish (RazorfishGlobal)
      • Rosetta
    • 3|SHARE
    • Sapient Corporation[2]Slightly meta here but sources tell me there is an entity such as this under Publicis.Sapient.
      • Vertiba
    • Vivaki
  • Publicis Communications
    • Leo Burnett Group
      • Leo Burnett Worldwide
        • Leo Burnett Tailor Made
      • Arc Worldwide
      • Rokkan
      • Turner Duckworth
      • Lapiz
    • Publicis Worldwide
      • Africa
        • Access
        • Adforce
        • AG Partners
        • Arcade
        • Publicis Machine
          • Moon Walk Communications
          • Moon Walk PR
          • Answered Insight
          • Incentiv
          • Narrative Media
        • Black Dot
        • Circus Advertising
        • Minanawe
        • The Creative Council
        • Insight Publicis
        • LOTUS Conseil
        • Publicis Efficiency
        • Publivision (Grupo Zwela)
        • QG Group
        • Red
        • The Dialogue Group
        • Tracy Communication
        • Zelman
      • Asia Pacific
        • Digitas[3]Digitas makes an appearance in most solution hubs hinting at its diverse portfolio.
        • Publicis Beehive
        • Publicis Engine
        • Publicis Hepta
        • Publicis JimenezBasic
        • Publicis KiwiPlates
        • Publicis Vivid
        • Publicis Wangfan
        • Welcomm Publicis Worldwide (Publicis Modem Portfolio)
      • Europe
        • Zero Pozitive Publicis
        • Duval Guillaume
        • August Media
        • Poke
        • Carré Noir
        • Chemistry
        • Publicis LMA
        • Effe (Effectivity)
        • Publicis ETO
        • Kitchen
        • Loeb & Associés
        • Lion Communications
        • Publicis Conseil
        • Marketway
        • MMS Communications
        • Monkees
        • WYSIWYG
        • Publicis EtNous
        • Reputation
      • Latin America
        • DPZ&T
        • Magna Group
        • Publicis Impetu
        • Publicis Lupe
        • One Digital
        • Deepline
        • Vivid Brand
      • Middle East
        • Publicis GSS (Glickman Shamir Samsonov)
        • Publicis Zoom
        • Super Push (Publicis/Dialog)
      • North America
        • Ove Brand | Design
        • Publicis Diversite
        • Publicis Hawkeye
      • Global
        • Nurun Worldwide
        • Publicis 133 (Publicis Luxe)
        • Red Lion
        • Publicis One
        • Publicis + Dialog
        • Publicis Pixelpark
    • Saatch & Saatchi
      • Asia Pacific
        • Law & Kenneth (L&K)
        • IAL (International Advertising Limited)
        • Ace
        • Saatchi & Saatchi + The Geeks
      • Europe
        • MUW
        • Saatchi & Saatchi Pro
      • Latin America
        • AAC
        • F/NAZCA
        • Sutil Nazca
        • 4am
        • Cumbre
        • Publicitas
        • Badillo
        • Lonsdale
        • Eliaschev
      • Middle East and Africa
        • BBR
        • Facto
        • Facto Reunion
        • Akeel
        • BrandsRock
        • Synergize
      • North America
        • TPM Communications
        • Conill Advertising
        • Team One USA
      • Saatchi & Saatchi Worldwide
    • Bartle Bogle Hegarty (BBH)
    • Prodigious
      • Kekst CNC
      • JKL
      • Luminous MSL
      • North Strategic
      • North Video
      • Salterbaxter
      • PublicisLive
      • Publicis Experiences
    • Marcel Worldwide
      • Talent Marcel
  • Publicis Media
    • Starcom
    • Zenith
      • ZenithOptimedia
    • Spark Foundry
    • Digitas
    • Blue 449
    • Performics
      • Performics.Convonix (erstwhile)
      • Resultrix
      • AKM3
      • Frubis
      • B2B Group
      • First Click Consulting
    • Peoplecloud
  • Publicis Health (Publicis Healthcare Communications Group or PHCG)
    • Langland
    • Digitas Health
    • Saatchi & Saatchi Wellness
    • Publicis Health Media
    • Discovery USA
    • Heartbeat
    • In-sync
    • Maxcess
    • PayerSciences
    • PlowShare Group
    • Publicis Resolute
      • Publicis LifeBrands
      • Publicis LifeBrands Medicus
    • Razorfish Health
    • Real Science
    • Verilogue
  • Global Client Leaders
    • The Power of One
    • Re:Sources
  • Specialized Agencies
    • Médias & Régies

(Note – List last updated on 15 July 2019.)

Some More Publicis Information

Apart from these agency brands, Publicis also has an AI tool called Marcel (as a tribute to the founder) which aspires to connect all the 80,000+ people across 100+ countries in the Groupe network to collaborate and find solutions. I see it as an extended and a possibly automated version of its Power of One idea. It was unveiled in May 2018 at the second Viva Tech conference in Paris and is currently in beta mode. Last I checked, it is not available in India.

The Viva Technology conference is a biannual conference that Publicis organizes in partnership with Groupe Les Echos to discuss the trends and innovations in the media industry.

Now that I am done with Publicis, the next logical step is to mimic this article for the other bigwigs in my industry: WPP, IPG, Omnicom, and DAN. Obviously, I will next explore Omnicom because in 2014 it tried to merge with Publicis and they failed. A mention of such a historic event to close this otherwise futile exercise? Seems about right. TN.


1 Publicis was founded in 1926 in Montmartre, Paris by a 20-year old Marcel Bleustein who named it so based on the French word for advertising (Publicité) and the French sound for the number six (cis). He was born in the year 1906. (History, Publicis Groupe – https://www.publicisgroupe.com/en/the-groupe/History)
2 Slightly meta here but sources tell me there is an entity such as this under Publicis.Sapient.
3 Digitas makes an appearance in most solution hubs hinting at its diverse portfolio.

Who Copywrites For Them?

Update: I have developed this into a series since. Here – https://whocopywrites.tumblr.com/.

Have you ever visited a public place like a tourist spot or a popular restaurant and noticed that the messages written for the public are riddled with errors? Have you wondered how they came to be? As in, who wrote them and on whose command? This post tries to understand the conversation behind such embarrassing texts. Grammatical mistakes, errors in diction, punctuation slips, and typography gaffes are the most common.

While your local cake shop may have wanted to advertise about an offer which provides their patrons with the option of buying two pastries and getting the third one at a hefty discount, the text more than often translates to “Buy II pastrees and GET 3 in 50% discount……….” Smart people can give a try at deciphering the meaning, but we are talking about the greater good here. To practice good English so that when times such as a national-level demonetisation move by an authoritarian government comes, you are prepared.

Following is a list of frequently updated examples of such textual blunders noticeable everywhere in India, be it your neighbourhood cafe or a UNESCO World Heritage site.

At Karachi Bakery, Secunderabad

Manager: Aye Sugu, have you printed today’s special offer?

Sugu: No, Sir. Had asked the new boy Kumaran to do it.

Manager: Has he done it? Did you tell him to focus on the buy 1, get 1 offer?

Sugu: Yes, Sir.

Manager: What about the T&C that the free one will be from our stale stock? No one should be able to read it.

Sugu: Yes, Sir. Here it is:



At Golconda Fort, Hyderabad

Manager: Saqib, I had told you to place that placard on the garden restricting foolish tourists from plucking flowers. Did you do it?

Ramu: Saqib has not come today, Sir. I have done it. I also thought about the poor leaves:



At Paradise Hotel, Secunderabad

Admin: Goddamn this demonetisation! Rizwan, take an A4 paper and write few sentences to warn our customers that we do not use the old 500 and 1000 denomination notes.

Mukesh: Sir, Rizwan is tending to a customer who is insisting that we accept the old notes.

Admin: Shit! You write it then! Mention about the government circular and use MS Paint to create some images. And bring me some biriyani.

Mukesh: The new waiter we hired yesterday has already done it, Sir. Although, he was telling me he was confused with upper- and lowercase letters. Have a look:



At an apartment building, Navi Mumbai

Secretary: Watchman, I don’t want that fish seller again in this society.

Watchman: Sir, but he is beckoned by our people only. He does not pay heed to my requests to stay out, and also deposits the dirty water inside.

Secretary: Bastard! Do one thing. Ask one of the painters working in Mehra’s flat to come and paint a warning on our gate that salesmen and outside vehicles are not allowed. I’m forever putting an end to this (smirks)

Watchman: As you say, Sir. But, we only have a problem with that lone fish seller, and that too because of Mrs Das. Plus, there is no space even for our vehicles inside.

Secretary: You do as I say, Babloo. Have you not seen other buildings use the text that goes, “Outside vehicles not allowed…”

Watchman Babloo: Yes, Sir. But, that fish seller is the only one…

Secretary: God damn it, Babloo. Do it! Ask the painter to keep that in mind.

Watchman Babloo: But, the fish seller does not know how to read English…

Secretary: (shouts) Babloo!



Indian Railways

Suresh Prabhu: Now that we have bio toilets, we need placards to inform illiterate Indians how to use them.

IRCTC Admin: I have asked the boys to get in touch with an agency to create an instructions panel.

Suresh Prabhu: No need. Just ask your boys to make it at home, and also ask them to focus on “Eco-Friendly Bio Toilet”. They should all be in uppercase. Ignore the punctuation.

IRCTC Admin: LOL. They don’t even know what punctuation marks are.

Suresh Prabhu: Yeah, yeah. I’m getting late. Need to tweet about these toilets…



Flyers In My Soup

Jug Suraiya once wrote a column in TOI about the proportion of news and advertisements in newspapers nowadays. The front 2-3 pages have gigantic snippets of an automobile or a wrist watch brand or worse some construction developer singing its own wild praises. Then there are dedicated classified pages on weekends. Not to forget how there was a special 4-page paper stuffed with TOI’s bundle on the eve of Akshaya Tritiya which claimed to have all info about the occasion; it was filled with advertisements. I understand how nicely it generates revenue for the newspapers. I even understand Volkswagen‘s bizarre ad technique of placing a sensor-based sound chip in one of TOI’s editions. I also learned how a 60-year old lady fainted after she grabbed that edition from her veranda in the morning only to hear a gruff voice-over. They annoy, all right but it is when the local newspaper distributors add to the nightmare.

Everyday, for years now, whenever I open the main paper of TOI at least 8-10 flyers slip out. Last week it so happened that I was enjoying my tomato soup when I decided to read. I kept the dish to my left on the couch, grabbed the paper from the teapoy and turned to my left to get a cosy posture. Four flyers dived into the bowl like few daredevils did last month from Burj Khalifa.

The first one was a black and white, extremely low quality flyer advertising some camp nearby giving out “free” thyroid check-up for 501 rupees. The next was in solid navy blue printed on bonded pastel paper; some developer in Dombivali requesting ideas for a township. 2 flyers of the same kind, there were. Next, a white & pink leaflet publicizing a women’s gym with a well-built man’s photo on it. I wonder what it was suggesting.

So they all found haven in my soup for few seconds before I studied them and slipped back in where they came from, owing to the fact that raddiwalas give you 11 rupees for a kilogram of these newspapers. Shamelessly stingy, eh?

2 points to be noted here:
1. The local newspaper boys do not have the sincerity of slipping the flyers correctly in every newspaper. They are getting paid for it but they insert 3-4 flyers in one pack to reduce their work, which further limits the reach of the ad.
2. Beat the newspaper on a wall a couple times before you place it on the breakfast table or teapoy. All the flyers that happen to be waiting inside to sip on your soup or milk or tea will know where they actually belong. Or better, do what I do with those innocent flyers; they deserve the recycler.


How To Receive A Person Distributing Flyers

Last day, after shopping at a supermarket when I walked out of the exit, a petite girl, possibly delving in her late teens, handed me a cyan-tinted flyer. Not because the single 4-rupee bag carrying munchies was heavy, I flashed her my left palm suggesting a “NO.” She frowned.

It is with her gloomy face in mind that I am writing this post. I am so ashamed of my action that I pondered upon it later that day. The girl was wearing a double-strapped bag which was stretching at her shoulders. So she possibly is a student with a heavy curriculum. Taking time out of her teenage schedule just to distribute flyers? To earn few bucks to cope with the daily life? That’d make her quite nervy & broke. And I just added up to her gloom.

So, how do you receive people who distribute pamphlets in the street corners because it is a compulsory task they should do to make ends meet? And what if it is a lady?

Next time I’d just take it and give back few words of gratitude. Because that there is an opportunity he/she’s throwing at me. Maybe,  the flyer consists details of a free exhibition nearby? Or a book giveaway session? Or a free dental checkup? Or… So, that serves two purposes: 1.) the person distributing has one flyer less to deal with and 2.) you are exposed to some offer. And further, if you are perturbed with it, just throw it in the next dustbin you find (which I am pretty sure in Mumbai would be at your own house). Easy!

I sincerely feel the girl I was talking about successfully deals with life issues as through personal experience I know, things are worse for people like her.

The Problem with Toothpaste Ads

buying toothpaste confusion

Colgate has more number of ads than it has unique products. And by products here, I mean the different types of toothpastes it manufactures. So does Pepsodent or Sensodyne or Meswak or Anchor or Ajay. (Who in the world brands a line of dental care products as Ajay?) There’s Vicco too. What about Babool or Aquafresh? There are plenty of toothpaste brands in India alone and the problem I have with them is the different versions of toothpastes.

A toothpaste is like coconut water; there’s just one type of it. Variation in its chemical formula may have some benefits or disadvantages but the basic idea and application remain the same. So, my question is: when a toothpaste brand launches a new toothpaste (say, something like ‘for sensitive teeth and gums’) does it render its previous products useless?

How is an average toothpaste user like me supposed to decide what toothpaste to go for? Why are there so many different types when everyone in the world need just one type? The type that cleans and disinfects their teeth and other parts of their mouth and protects them from germs and other forms of decay.

Toothpaste TVCs Don’t Care

I don’t usually watch television but when I do loud advertisements of people staring at or smelling the oval basin water closet receptacles of their neighbor’s toilet and then giving a high-five to their little ones flash in front of me. Or it is a couple resurrecting a dead cockroach in ad about anti-cockroach sprays. Or it shows voluptuous women falling for men who use a specific brand of deodorant, which of course, does not have gas. It just adds to the reasons why I don’t usually watch television.

But the most bizarre yet veritable commercial that I have seen is that of another toothpaste brand called Parodontax. It has the screen split into two. In the first, a person spits his brushed foam into the wash basin with a smudged red spot, while on the other the foam is spotless white. The ad ends with the conclusion that the toothpaste can help you overcome bleeding gums or some other organ that has the ability to bleed. Quite innovative, I should say.

In another toothpaste television commercial, a dentist father and his daughter are living in separate houses. But they are bonded together by their choice of toothpaste. Another one teaches you to brush twice a day, floss everyday[1]There’s no proof that dental floss helps in preventing gum diseases and cavities. The medical fraternity, however, refuse to believe so. (Medical benefits of dental floss unproven – Jeff Donn, The Associated Press, 2 August 2016), clean your tongue everyday and soft-sells its latest toothpaste sub-brand. Or consider the one which asks you to brush with high speed without thinking about the cleanliness. The ads are just beyond realism and borderline funny-slash-ridiculous these days.

The point I’m trying to make is how different brands have different types of toothpastes but no clarity on which one’s the best or most effective. For the sake of an argument, do you think Ajay the toothpaste brand can tell us which one is the best toothpaste out of the lot? If it can, what does it have to say about other toothpaste sub-brands that it manufactures?

I understand the types which are meant for sensitive teeth, but what about for someone who has normal teeth and gums? For instance, Colgate has five different types of toothpastes. According to their television advertisements, some of these will help you open your mouth wide to a stranger and make that stranger fall in love with you; some will help you brighten your teeth so that you can throw away all the light bulbs in your house (to borrow from a similar legendary ad by Happydent; some will have particles that do flossing, rinsing, and blanching and thereby turning your teeth into the whitest of white; some will have robots installed inside your mouth so you don’t smell like an open dustbin and trouble your boss and his hot assistant with halitosis. All these types, endorsed by actors, some of whom can’t get movie deals, have always baffled me. None of them give me an answer to the simple question: which toothpaste should I buy when I’m doing my monthly shopping at DMart? Should I stick with the one that I have been using since I was a child (the basic Germi Check+ one with pinkish white tone by Pepsodent)? What are these ads telling me? If they are not able to convince a regular toothpaste user like me who has recently started to brush twice a day to try out their new toothpaste sub-brands what is the point?

pepsodent basic toothpaste
The Pepsodent toothpaste I have been using for ages now

How Am I Supposed to React?

Let’s take the help of imagination to understand how these toothpaste ads should ideally be perceived by the aam junta.

Pankaj was using Colgate Max Fresh till the time a lady and her entourage of cameramen barged into the bathroom of his rented Mumbai apartment with a mic while he was brushing. After going through the ingredients listed on the backside of his toothpaste pack, he surrendered to them for not having salt in his toothpaste. He even blamed his mother in vain for not having done the shopping right because she evidently had brought the same old toothpaste they had been using since last December. Instead she spiraled into a reverie thinking how on earth did the lady and her team get in.

It was only a few months ago that Pankaj had stopped using Colgate Active Salt and changed to Colgate Total (before opting for the Max Fresh) which was suggested by her sister, judging the paste solely based on the moniker suffix. Then, few days later after the woman had barged into her bathroom, he bought Colgate Visible White to turn his teeth into pearl whites. Sonam Kapoor had made him believe in the toothpaste and today his teeth looks the same they were when he was on Miswak which the family had been using since 1997 when they migrated from Ahmedabad to Mumbai.

A few days later, Pankaj’s mother saw another advertisement, this time talking about the significance of having charcoal in it. To Pankaj’s amusement and subsequent irritation, he saw Ajay toothpaste in his bathroom the following day. The story goes on as long as there are toothpaste commercials.


All I want for these brands to do is clarify when releasing new products what consumers are supposed to do with their current toothpaste type, especially if they are from the same brand. Each new release has something new, something more, or something less in comparison. How do these variations fare when they are made to showcase their strengths and weaknesses? It seriously baffles me and I know taking toothpastes so seriously is bad for my mental health. But I can’t help it, considering how toothpaste commercials now pop up on mobile screens as well.

In an ideal scenario, ignoring whatever business models they are running on, brands should only manufacture a single type of toothpaste and if it wants, it can release new versions every few years. Just like cars and smartphone makers where they eventually say goodbye to older models. But toothpastes directly affect their customers’ dental health, so I expect a little bit of sensitivity on their part. Not talking about Sensodyne here, but the presence of a a bit of responsibility on the part of companies that own and market brands like Colgate (Colgate-Palmolive), Pepsodent and Close-Up (Unilever), and Aquafresh (GlaxoSmithKline) is expected especially when things are not looking for cash-hungry, new-gen apps like Zomato that directly affect my main health.[2]But as someone who has lived for more than two decades, I can attest that dental and general health go hand-in-hand.

I should probably stick with Pepsodent or start using Ayurvedic ones like Meswak, Babool, Dabur Red, or Vicco. At least I don’t think they have types. Did you know Crest and Oral-B make toothpastes too? But their toothbrushes are more popular. And those have different types too. TN.

Featured image courtesy: “Toothpaste anxiety” by Kevin McShane/Flickr via Creative Commons (apparently Kevin and I share this issue)

Update: fundamental copyedit; added image of my toothpaste; added featured image; added better conclusion. (19 September 2019)


1 There’s no proof that dental floss helps in preventing gum diseases and cavities. The medical fraternity, however, refuse to believe so. (Medical benefits of dental floss unproven – Jeff Donn, The Associated Press, 2 August 2016)
2 But as someone who has lived for more than two decades, I can attest that dental and general health go hand-in-hand.