Colgate Dental Cream – RMAI Entry

2. Colgate Dental Cream – RMAI Entry

3. 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

4. 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

5. 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

6. 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

7. Solution • After a lot of debate and deliberation we finally zeroed down to adapt India’s most successful television format, the “KaunBanegaCrorepati” 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

8. Gratifying the winners • Close to 400 Customized Temporary Hoardings put up in villages creating “GoanGoan main Hero” (Local Brand Ambassador)

9. 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

10. AWARDS & RECOGNITION EMVIE Gold – Best Media Innovation for MDACS IAMAI – Best Mobile Voice Campaign for MDACS