Colgate Dental Cream – RMAI Entry

Brief

• Colgate Dental Cream was one of the last entrant in the Rs.10 price category

• Therefore the challenge was to create top of mind recall for the new pack

• Push Colgate Dental Cream as the product of Choice

Insight

• Research showed that Rs.10 segment was on the rise in rural/small towns

• Research also showed that Rs.10 was the largest recruiter to the toothpaste category

• But the consumers remained unaware that CDC was also available in Rs.10 pack

Challenge

• Announce the launch of CDC at Rs.10 price point

• Ensure that consumers in the media dark rural markets understand the ‘Rs.10’ new commercial

http://www.youtube.com/watch?v=5yin0wQj7IQ

Solution

• To attain the desired results it was absolutely necessary for the consumers to not only view the TVC but also understand the same

• To achieve this mammoth task, we went back to the drawing board

Solution

• After a lot of debate and deliberation we finally zeroed down to adapt India’s most successful television format, the “Kaun Banega Crorepati” with a twist

• Consumers were asked to watch the Rs.10 commercial on the basis of which 3 questions were thrown at them and each winner was gratified instantly

• Close to 400 Customized Temporary Hoardings put up in villages creating “Goan Goan main Hero” (Local Brand Ambassador)

Gratifying the winners

Results

• 946 villages across 7 States

• 46000+ one to one contacts

• 1.4 million footfalls • 1.3 million Rs.10 SKU

sold • 10000+outlets seeded

with Stock and CDC 10 POP

• Substantial growth in volumes – 155% in Punjab & 428% in Orissa

• Market Share Gains – – 1% in Punjab and – .5% in Orissa

• Strong Distribution Build up – – Punjab: 37,000 & – Orissa: 30,000 stores

EMVIE Gold – Best Media Innovation for MDACS

AWARDS & RECOGNITION

IAMAI – Best Mobile Voice Campaign for MDACS