COMMUNICATI

O
STRATEGY FO
N
COLGATE R
STRONG
TEET
H

CAMPAIGN- MAZBOOTI KI CHAMAK

ADITI BACHHWAT-80303190011
 NISHANT GAURAV-80303190042
ADITYA MOGHE-80303190087
KRISHNAN PS-80303190096
Colgate-Palmolive Company is an American
multinational consumer products company
headquartered in Park Avenue in Midtown
Manhattan, New York City.
Colgate is an umbrella brand principally used for
oral hygiene products such as toothpastes,
toothbrushes, mouthwashes and dental floss.
Colgate’s market share in India has been stable

Introduction
over the past few quarters. Volume growth and
market share expansion have taken precedence
as part of its new strategy.
According to a 2019 report Colgate has a 52%
market share in India. It’s Peak market share in
the segment was 58%, the loss in market share
is mainly due to the launch of Patanjali’s Dant
Kanti.
We are introducing a campaign “Mazbooti Ki
Chamak”
Aim to increase the market share.
Mazbooti Ki Chamak
Colgate-Palmolive(India)Limited,themarketleaderinOralCare,ispreparingtolaunch‘Mazbooti
KiChamak’,anewcampaignforitsflagshipbrandColgateStrongTeethbyusingTVCs,printads anddigitalads.
All the mediums convey how Colgate Strong Teeth adds natural calcium to one’s teeth, and are
basedonthethemehowamotherraisesherchildtobestrongfromwithin.
Colgate Strong Teeth too makes one’s teeth strong from within. Also, the stronger roots bear
strongerfoundationforstrongerteethwhichbearsstrongerfoundationforconfidentsmile.
Thiscampaignreinforcesthepromisetoguardandnurtureyouandyourfamily's
smile,bykeepingyourteethstrongfromwithin.
The Mazbooti Ki Chamak theme in the TVCs will be supported by a 360-degree marketing campaign to ensure
that the new Colgate Strong Teeth communication reaches consumers acrossmultipletouchpoints.
Thecampaignhighlightsthattheinnerstrengthisthemostimportantexperienceinlifetolivethe
fullest.
 Marketing Mix

Way 1 Way 2 Way 3

Presentationsare Presentationsare Presentationsare communicationtoolsthatcan
communicationtoolsthatcan communicationtoolsthatcan beusedaslectures,speeches, beusedaslectures,speeches,
beusedaslectures,speeches, reports,andmore.Itismostly reports,andmore.Itismostly reports,andmore.Itismostly
presentedbeforeanaudience. presentedbeforeanaudience. presentedbeforeanaudience.
 Creative Brief
Insight
“SmilewithStrength”todeliveracheerfulandconfidentsmile.Colgatecuresall
theoralconcernsfromtherootcauseandboostsonesconfidence.Itisaonestop
cureformostdentalailments..

Objective of the ad campaign

ToreinstateColgateasagotobrandfordentalcare.
TopromotehowColgateStrongTeethaddsnaturalcalciumtoone’steeth,
andarebasedonthethemethatjustlikevaluesmakesanindividualstrong
fromwithin,ColgateStrongTeethtoomakesone’steethstrongfromwithin.
TopromotetheimageofColgatecuringallailmentsfromtherootcauseforits
newproductvariants.
 Communication Strategy
Target Audience
Individualsabout18yearsofageforColgateSensitiveToothpaste.
53%ofpeopleworldwidesufferfromsensitivityproblems.So1inevery2individualsisour
audience.Sensitivityproblemsmostlyoccurforpeopleabovetheageof18.
2.Millennial’sfromagegroupof22-35forColgateOpticWhite
This being a premium variant generally used for white teeth mostly preferred by beauty and look
consciouspeople.Soadconnectingtomillennial’swouldbeaverygoodoption.
ColgateActiveSaltforpeoplewithCavityProblems.Thisappealstogeneralmass.

Brand Voice: Trustworthy,Compassionate,UnderstandingandAssurance

Execution Methodology: Message should be delivered using channels including Print ads, social
mediapostsviaInstagram,FacebookandtwitterhandleandTVC
 Media Brief

Objective
To tap maximum touch points allowing
maximum visibility for the message”
Mazbooti ki Chamak” reachtheaudience.
Budget
 Creative
The strength of strong roots translates into strong values, just like having
strong
teeth’s that Colgate provides..
Strength of being strong outshines To showcase that Colgate strong
the teeth
rest and so does having strong exhibit strong inner strength
teeth. that reinstates “Mazbooti Ki
Chamak”.
 Media Plan
Objective

Thecampaignshouldshowcasethathowsmilingthroughdifficult
timesymbolizes
innerstrengthandhowColgateprovidesthiswithitsvastrangeof products.
•ToincreaseBrandAwarenessbystrikinganemotionalchordwiththe
audiencewhichisbasedonthethemethatjustlikeamotherraises
herchildtobestrong
fromwithin.
•Acquiringnewprospectsandretainingcustomersistheprime
objectivethatwillbedonethroughthisnewadcampaignwhichwill
targetpeopleforwhominnerstrengthisprimarilyimportant.
•Convertingcustomerstobrandadvocatesinordertoenhancethe
brandequityandbrandloyaltytowardsthebrandanditsproducts.
 Media Plan
Target Audience
Thetargetaudiencewouldbetheusers,nonusersandtheopinionmakers.Wewant
toconnectemotionallyandpsychologicallytotheprospectsandthecustomers.

Communication and Marketing Channel

WefocusmajorlyonthepaidmediawhichbasicallycapturesitsTVcommercials
andPrintadsthatareusedtocatchconsumers’attention.Also,tappingthe
digitalmediaplatformslikeFacebook,Instagram,TwitterandYouTube.

Type of Content for the channel

Themessageofstrikinganemotionalchordwiththeaudiencetoshowthatitis
importanttohavestrongvaluesandthatinturnistherootofhavingColgate,
thatprovidesthiswithitsvastrangeofproducts.Thecontentusedwillbe
emotionallyheavyandbepresentedinawaythatisrelatableandeasyto
understand.Basicallytopresentcontentthatreinstatesthecorevaluesofthe brandasawhole.
THANK YOU!