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Colgate Dental Cream Launches Rs.10 Pack: A Game Changer for Rural Markets

Colgate Dental Cream ventured into the Rs.10 price segment, aiming to boost awareness and sales in media-dark rural markets. To leverage this opportunity, the campaign featured an innovative adaptation of India's iconic TV show "Kaun Banega Crorepati," engaging consumers through interactive quizzes. The initiative successfully reached 946 villages across seven states, resulting in substantial market share gains and impressive sales growth, with Rs.10 packages achieving a 155% increase in Punjab and 428% in Orissa. The campaign received accolades for its innovation and impact.

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Colgate Dental Cream Launches Rs.10 Pack: A Game Changer for Rural Markets

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Presentation Transcript

  1. Colgate Dental Cream – RMAI Entry

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

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

  8. 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

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

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