Transcript GROUP M - COLGATE

Colgate Dental Cream – RMAI Entry
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
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
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
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
Solution
• After a lot of debate and
deliberation we finally
zeroed down to adapt
India’s most successful
television format, the
“Kaun Banega Crorepati”
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
Gratifying the winners
• Close to 400 Customized
Temporary Hoardings put up
in villages creating “Goan
Goan main Hero” (Local
Brand Ambassador)
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
AWARDS & RECOGNITION
EMVIE Gold – Best Media
Innovation for MDACS
IAMAI – Best Mobile Voice
Campaign for MDACS