Colgate & BYJU's partner to educate kids

MUMBAI: Colgate-Palmolive India recently concluded its annual Colgate Scholarship Offer that gives children from across India, a chance to win scholarships up to Rs 1 lac. While Colgate has upped the number of scholarships and the amount with every passing year, the bigger challenge that it took upon itself this year was to give something to every consumer who picked the Colgate Scholarship Offer pack and not just to the lucky few who end up winning a scholarship. In order to do that, Colgate partnered with BYJU’s, India’s leading education app, to give children access to free BYJU’s lessons.

The partnership enabled thousands of school children to avail Maths and Science lectures curated by experts at BYJU’s, through the Colgate Dental Cream pack. Each pack offered a free one-month video tutorial subscription of BYJU’s, worth Rs 999. For children who could not access the app, the duo created special audio lectures that could be availed by giving a missed call on the number provided on the pack, and also mentioned in the TVC.

Participation in the scholarship offer did not require consumers to buy the Colgate Dental Cream pack. The 2017 edition of Colgate Scholarship Offer received more than 49 lac entries from across the country.

In order to inspire many more children and their parents to avail this unique offer, Colgate felt the need to show them the stories of real scholarship winners from their own regions – and how they benefitted from this program. The thought led to the decision of choosing to film individual stories of real winners in their real homes, instead of shooting a standard, scripted TVC in a studio with actors.

After spending/shooting for a couple of days with each of the winners, across different geographies, the team came back with massive amounts of footage which was ultimately edited into short TVCs, and finally the top five stories were put on air. To make the TVC more impactful only the local winner’s story (TVC) was aired in that particular region.

Colgate-Palmolive (India) director marketing Eric Jumbert says, "The campaign revolved around the real winners from previous years’ Scholarship Offer winners telling their real stories, which made the proposition all the more compelling.”

Red Fuse Communications creative director Sanjay Sipahimalani adds, “We’ve seen kids across the country realise their potential and live their dreams. It has been humbling to see this change, and no advertising campaign could have been better than presenting the stories of these children to the world. Thus, our testimonial campaign was shot in a raw, candid manner. Our teams went to their houses, and spoke to them. What you see on television is their life, and their narrative.”

Latest Reads
Grofers forays into FMCG segment; targets Rs 2500 cr by FY 2019

MUMBAI: With an aim to disrupt the online retail market space, Grofers, the low price online supermarket, has announced its foray into the FMCG segment with the launch of seven new brands under two categories – Budget and Popular G-Brands.

MAM Marketing Brands
FBB launches campaign for sleepwear Shyla

FBB, India’s fashion hub by Future Group, is launching a campaign for its sleepwear brand Shyla.

MAM Media and Advertising Ad Campaigns
Piyush Prasad joins Harley-Davidson India

Piyush Prasad has joined Harley-Davidson India as manager for market operations, based out of Gurugram. In this position, he will report to Peter Mackenzie who is the managing director for Harley-Davidson India and China.

MAM Media and Advertising People
PhonePe acquires PoS platform Zopper

Flipkart-owned digital payments platform PhonePe, yesterday, announced that it has acquired Zopper Retail, a hyperlocal point-of-sale platform for small and medium businesses. As part of the acquisition, Neeraj Jain, founder-CEO, Zopper will join the PhonePe team as head of product, offline...

MAM Marketing Brands
Gas-O-Fast hands digital duties to Columbus India

Columbus India, the data-driven digital marketing agency from Dentsu Aegis Network, has been appointed as the digital agency for Gas-O-Fast, a product of Mankind Pharma.

MAM Media and Advertising Account
Alpenliebe Juzt Jelly pits jelly against jelly

Perfetti Van Melle brings up a new and unique campaign for its leading jelly brand Alpenliebe Juzt Jelly which focuses on bear and bottle shaped jellies in the portfolio in an entertaining manner.

MAM Media and Advertising Ad Campaigns
Kalyan Jewellers celebrates silver jubilee

Kalyan Jewellers has recently launched its new TVC, which features brand ambassador Amitabh Bachchan along with his daughter Shweta Bachchan Nanda.

MAM Media and Advertising Ad Campaigns
Flipkart, Amazon reduce ad spends on Google

With Google launching an e-commerce platform in the near future, the country’s largest online retail stores, Flipkart and Amazon India, have slashed advertising spends on the web-search company. Both the players see this as a serious threat, as a Mint report quoted two people, familiar with the...

MAM Marketing Brands
Apple India's three senior executives quit

Adding to the turbulent journey of telecom giant Apple in India, three senior executives have decided to quit the company.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories