How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela

This case study describes a campaign in India by Colgate, the toothpaste brand, which used a pilgrimage to promote the brand to rural populations.

How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela

Campaign details

Advertiser: Colgate Palmolive (India) LtdAgency: MEC IndiaCategory: Lead Generation / Direct Response / ConversionRegion: APAC

Strategy

Daatun has been a rational and active oral care choice for rural Indian consumers for a long time. Its convenient usage blends with their daily life. Apart from being economically viable, it sits with the Indian belief of vigorous cleaning. They are most likely to continue infrequent usage until convinced of the need to incorporate it into everyday moments.

(Note: Daatun is basically...

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