Colgate-Palmolive launches new Active Salt toothpaste

MUMBAI: Colgate-Palmolive (India) Limited (CPIL), has launched Colgate Active Salt toothpaste, which is the first and only toothpaste in India that contains salt.

Colgate Active Salt is available nationally across retail outlets in three sizes, priced at Rs 47 for 200g, Rs 26 for 100g and Rs 13 for 50g.


Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy. Its unique formula is proven to seek and fight germs.

Developed after extensive consumer research in India, Colgate Active Salt is positioned as an everyday family toothpaste that combines a minty taste with a dash of salt for a unique brushing experience.



CPIL executive vice president marketing Vinay Hegde said, "Salt is well known for its oral care benefits and is widely used by families across India. In developing Colgate Active Salt, our consumer research clearly showed an unmet need for a quality daily use oral care product that contains salt. Using the feedback from consumers, we have combined the wisdom of traditional and modern oral care knowledge to create a dramatic innovation in the toothpaste category that is contemporary and beneficial."



The launch is being supported by an extensive 360-degree marketing program, which was developed following an intensive 'Day in the Life of a Consumer' study where Colgate marketers acquired significant inputs about consumer triggers and touchpoints. The program includes a national television campaign, in store programs and innovative ground activities to build awareness and trial.

"Through the 'Day in the Life of a Consumer' study, we gained valuable insights about consumer behaviour. We now have a more intimate understanding of our target consumers? lifestyles, their beliefs and their concerns, and we are using this in one of our most intensive launch campaigns," said Hegde.

Latest Reads
Ajay Gahlaut resigns from Ogilvy India

Ajay Gahlaut, the deputy CCO of Ogilvy India and CCO of Ogilvy North has resigned from the company. 

MAM Media and Advertising People
Concept BIU Acquires the Business of Bluebytes

Concept Business Intelligence Unit (Concept BIU), one of India’s leading media monitoring agencies, has acquired the business of Comniscient Group’s Bluebytes News.

MAM Media and Advertising AD Agencies
Pump it up this holiday season with Athleisure Lifestyle

Family bonding is a complex equation given how different people belonging to the same family can turn out to be- their preferences, their tastes and their opinions.

MAM Marketing MAM
Quess Corp launches its first outdoor campaign, ‘’I AM QUESS’’ to expand brand awareness

Quess Corp, India’s leading business services provider, has launched its first outdoor campaign, ‘’I AM QUESS’’ to expand awareness and communicate with its customers directly.

MAM Media and Advertising Ad Campaigns
Brands, agencies to rewire approaches using data: CVL Srinivas, WPP

Data. A four letter word that has even the senior most executives sweating and scratching their heads. While it is a small little word, understanding how to use it, is actually very complicated. That’s why  all we’ve been hearing about in the last year is how can brands and agencies leverage the...

MAM Media and Advertising People
Hershey Kisses will now be Made in India

We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them...

MAM Marketing Brands
Social Kinnect awarded digital mandate of entire Indiabulls Group

Social Kinnect, an Indian independent digital marketing agency, has been awarded the social media mandate of Indiabulls Group. The agency will be responsible for managing the social media platforms of the entire Indiabulls Group umbrella namely - Indiabulls Housing Finance Limited (IBHFL),...

MAM Media and Advertising Account
Grapes Digital to handle digital mandate for Realme smartphones

Realme, an emerging smartphone brand that specialises in providing high quality smartphones has extended its association with Grapes Digital. In addition to the strategic communications mandate, it has also handed over the digital media mandate to the agency. Grapes will now be responsible for...

MAM Media and Advertising Account
Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories