Colgate Swarna Ved Shakti: Making 3 crore people in UP experience the best natural toothpaste in 45 days

Colgate, the oral hygiene brand, increased penetration of its Colgate Swarna Ved Shakti toothpaste by offering samples at the Kumbh Mela festival in India.

The communication goal

Create brand affinity for the newly launched Colgate Swarna Ved Shakti toothpaste and communicate the brand promise of "complete protection" Create impactful visibility at key touch points to achieve increased levels of brand recall amongst Rural Audience.

The situation analysis

Double-digit growth being observed in the natural toothpaste category. In

Uttar-Pradesh, Patanjali has gained significant market share.

However, A study among consumers also showed that 9/10 consumers who try Colgate Swarna Vedshakti showed , like it better than their existing toothpaste ( Based on market research done by Colgate across 120+ cities)

Hence for a nascent brand...

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