About The Brand

Colgate is an American brand principally used for oral hygiene products such as toothpastes,
toothbrushes, mouthwashes, and dental floss. According to a 2015 report by market research
company Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of
all households. Colgate has a global market penetration of 67.7% and a global market share of 45%.

Marketing Campaign
In 2013, Colgate teamed up with a leading mobile service provider to reach millions of devotees who
had arrived from various parts of the country in the Maha Kumbh Mela. A location targeting system
was created with a virtual circle of 3-5 km radius around the Mela. The mobile subscriber who
entered the virtual circle were greeted by the legendary voice of Ameen Sayani.

The goal of the campaign was to open up a new method for reaching consumers that Colgate had
not had contact with previously. During the Maha Kumbh Mela, foot traffic to the Colgate booths
increased by over 300 percent vs. the pre-promotion period, attracting over 700,000 visitors.