Colgate launches new integrated marketing campaign

MUMBAI: Colgate-Palmolive (India) has unveiled a new integrated marketing campaign for Colgate Sensitive Pro-Relief.

According to the Colgate spokesperson, a survey was conducted by Colgate-Palmolive (India) Limited and Nielsen which revealed that sensitivity is one of the top oral care problems and is faced by 40 per cent Indians. The new campaign has been conceptualised on the core insight that consumers tend to believe that they can cope with tooth sensitivity by giving up hot/cold/sour food items or drinks.

The campaign is executed by Red Fuse Communications, a Y&R agency dedicated to servicing Colgate-Palmolive (India). Red Fuse Communications national director planning Zubin Tatna says, ?A nice, hot cup of tea adds freshness to our mornings and keeps us invigorated during the day. For Indians, tea is an integral part of our daily lives. Unfortunately, those who suffer from tooth sensitivity tend to quit tea and other food items that aggravate the problem. Based on this insight, the new integrated marketing campaign aims at communicating the message that Colgate Sensitive Pro-Relief provides instant relief from sensitivity while allowing you to continue enjoying your favourite food and beverages.?

On the campaign, Colgate?s spokesperson says, ?As market leaders, it is our constant endeavor to innovate and revolutionise the oral care category. Today, consumer trends are changing every day and the market is opening up to newer opportunities. Integrated marketing campaigns have to combine brand messages with newer ways of connecting with consumers.?

Colgate Sensitive Pro Relief was launched in 2011 and then, the IMC campaign flagged off with a TVC featuring real-life consumers sharing their tooth sensitivity problems. The TVC captured their positive reactions after the use of the toothpaste on the spot, thereby highlighting the instant relief providing property of it.

He adds, ?Our newly launched integrated marketing campaign, this November, is centered on the significance of tea in our lives. Building on this facet of the consumer?s lifestyle, the campaign acknowledges the fact that sacrificing tea is not an option, even while dealing with sensitivity. Poor oral hygiene and eating habits are key reasons for sensitivity.?

The integrated marketing campaign will be supported by a vibrant mix of communication and activation through various vehicles of mass media such as TV, print, digital, radio, retail and other professional channels.

Latest Reads
Initiative appoints Alok Sinha as chief strategy officer

IPG Mediabrands has appointed Alok Sinha as chief strategy officer in line with the agency’s transformational vision merging legacy with new-age dynamism.

MAM Media and Advertising People
Anita Nayyar elevated as CEO of Havas Media Southeast Asia

Havas Group has promoted Anita Nayyar as CEO of Havas Media Southeast Asia on the back of an accelerated growth strategy in the region. This is in addition to her role as CEO of Havas Media India.

MAM Media and Advertising People
Guest Column: The changing landscape of 'Festive Marketing'

Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands.

MAM Marketing MAM
Publicis.Sapient launches campaign with The Humsafar Trust

Publicis.Sapient, the digital business transformation hub of Publicis Groupe, has launched a short film, #PeopleNotLabels, in partnership with The Humsafar Trust, India’s oldest LGBTQ organisation.

MAM Media and Advertising Ad Campaigns
Datsun appoints Aamir Khan as face of brand

Datsun has announced actor Aamir Khan as its brand ambassador in India.

MAM Media and Advertising People launches new TVC campaign for ‘Home Utsav’

Real estate platform has announced the launch of the new TVC campaign for ‘Home Utsav’, an annual online home shopping festival.

MAM Media and Advertising Ad Campaigns
IdeateLabs retains the digital mandate for RR Kabel with global expansion

In a recent announcement, IdeateLabs, a Mumbai-based digital agency has retained its creative and digital duties for RR Kabel, a leading wire and cable manufacturer.

MAM Marketing MAM
Bloomberg|Quint WhatsApp Service - India’s only business news service which offers customized news & stock updates on the go Over 3.5 lakh subscribers in less than 8 months

WhatsApp has become synonymous with communication on the Internet and with brands deploying innovative means to engage with customers using the app, it has gone beyond being just an informal messaging app.

MAM Marketing MAM appoints Jaikumar KP as SVP for MatrimonyPhotography

Online matchmaking and marriage service has appointed Jaikumar KP as senior vice president to spearhead sales and operations of MatrimonyPhotography, the leading Wedding Photography and Videography Service that has completed nearly 15,000 weddings.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories