Mumbai: Colgate-Palmolive (India) Limited, the market leader in Oral Care, recently unveiled a new integrated marketing campaign for Colgate Sensitive Pro-Relief – the first and only toothpaste clinically proven to provide instant and effective long-lasting relief from sensitivity.
Tooth sensitivity is increasingly becoming a common oral health problem in India while the awareness about this condition is fairly low. A survey conducted by Colgate-Palmolive (India) Limited and Nielsen reveals that sensitivity is one of the top oral care problems and is faced by 40% Indians.
Consumers suffering from tooth sensitivity tend to cope with it by avoiding cold/hot/sour food and beverages which intensify the problem. If the problem is not addressed soon, it can, over a period of time, impact their ability to enjoy everyday food items such as the daily cup of tea. The campaign has been conceptualized on this core insight. It also demonstrates how Colgate Sensitive Pro-Relief provides instant relief from tooth sensitivity.
Zubin Tatna, National Director – Planning, Red Fuse Communications said, “A nice, hot cup of tea adds freshness to our mornings and keeps us invigorated during the day. For Indians, tea is an integral part of our daily lives. Unfortunately, those who suffer from tooth sensitivity tend to quit tea and other food items that aggravate the problem. Based on this insight, the new integrated marketing campaign aims at communicating the message that Colgate Sensitive Pro-Relief provides instant relief from sensitivity while allowing you to continue enjoying your favourite food and beverages.”
Poor oral hygiene and eating habits are key reasons for sensitivity. Colgate Sensitive Pro-Relief toothpaste is clinically proven to provide instant relief from tooth sensitivity in just one direct application. This scientifically advanced toothpaste uses the break-through Pro-Argin formula that starts working instantly to repair sensitive teeth.
The integrated marketing campaign will be supported by a vibrant mix of communication and activation through various vehicles of mass media such as TV, print, digital, radio, retail and other professional channels.