MUMBAI: Colgate Scholarship Program came alive with its 10th edition of campaign Real Winners, Real Stories, which showcases how the program has benefited Indian families and children in a small yet meaningfull manner.
The Colgate Scholarship Program is an annual limited edition where the brand offers Rs 1 lakh to each individual. In the 2018 edition, more than 500 children can win a scholarship from Colgate. And to ensure that there’s something valuable for every consumer, Colgate has partnered with BYJU’s, an education app, to provide a free one-month subscription of BYJU’s maths and science lessons with every Colgate Scholarship pack.
Colgate Palmolive (India) Ltd director-marketing Arvind Chintamani said, “The Colgate Scholarship Program has reached over 35 crore Indians across 100 cities, in the last nine years. Our objective is not only to increase the number of scholarships every year but also to offer something meaningful to all Colgate consumers. Our partnership with BYJU’s (which started last year) is a testimony to that over nine lakh children availed the free BYJU’s audio/video lessons through the Colgate Scholarship packs and we hope to increase that number exponentially this year.”
Till now, the program has reached more than 35 crore Indians, impacting their lives in a small yet meaningful way.
Red Fuse Communication creative director Sanjay Sipahimalani says, “With the Colgate Scholarship Program, we’ve witnessed inspiring stories of people taking steps to fulfill their aspirations. Over the years, we realised that every scholarship winner has a unique story to tell and the only way to do justice to their story was to let them narrate it, without a script or a storyboard. That is what makes this campaign unique, yet challenging. Real people, working towards real dreams.”
The TVC of Colgate Scholarship which went on air last week gives the viewer a glimpse of the real life of the children and families that have benefitted from the program over the years and aims to inspire more children and their parents to participate in the program. Real Winners, Real Stories campaign will be supported across all platforms to generate awareness and drive participation.
