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Tag: Red Fuse

  • Colgate Vedshakti highlights connection between Oral Health with Overall Health

    Colgate Vedshakti highlights connection between Oral Health with Overall Health

    Mumbai: Colgate-Palmolive (India) Limited announced “Mooh Swachh Toh Aap Healthy” (A pure mouth means a healthy you) campaign for its premium Ayurvedic toothpaste Colgate Vedshakti.

    The campaign highlights the role of the mouth as the gateway to our body and how an unhealthy mouth, can increase the possibility of bacteria entering our system leading to higher risk of several health issues. Colgate Vedshakti promises to not only clean but purify the mouth for better Oral and Overall health.

    The high decibel campaign kick-started with the launch of a TV Campaign on March 4, 2020, in 10 regional languages including Hindi, Marathi, Telugu, and Tamil. The TVC features a young girl child dressed as her mother, determined to educate her father about the harmful effects of poor Oral Health. The campaign is being amplified further across mediums like Print, Digital & Social Media. To ensure widespread reach, the brand will also promote the campaign through brand engagement with top Instagram influencers across states.

    Speaking about the campaign, Colgate-Palmolive (India) Limited VP marketing Arvind Chintamani said, “At Colgate, we are committed to enable better Oral Health for all. With the launch of this campaign with Colgate Vedshakti, for the first time we are throwing light on the inherent connection between oral & overall health. Colgate Vedshakti brings together a unique combination of Ayurvedic ingredients to provide holistic oral care to ensure better overall health.

    Researched and designed in India, Colgate Vedshakti offers customers the goodness of a unique blend of natural ingredients such as – Aloe Vera, Clove, Honey, Tulsi, Neem and Amla together with Colgate’s oral care expertise, to effectively cleanse, purify and deliver multiple benefits and protection against teeth and gum problems.

    Created by Redfuse Communications, Red Fuse ECD Delna Sethna said, “How do you communicate extremely logical, science-y facts in a way that even children would understand them? You get children to disseminate them for you. Their universe of make-believe opened so many avenues for us to explore. Their sincerity in delivering our message draws you in from the second one.”

  • MEC India wins at 2013 Effective Mobile Marketing Awards

    MEC India wins at 2013 Effective Mobile Marketing Awards

    MUMBAI:  MEC India has bagged an award for the ‘Most Effective Location-based Service/Campaign’ at the recently concluded 2013 Effective Mobile Marketing Awards ceremony held on 28 November in London.

    The agency received the award for one of its campaign designed for Colgate at Kumbh Mela. Centered around the Maha Kumbh Mela held in Allahabad, Uttar Pradesh, the campaign was aimed at connecting with audiences at the festival, that is one of the world’s largest religious gatherings witnessing over 80 million people in attendance this year.

    Speaking on the occasion, Red Fuse Communications CEO Shubha George said, “We feel honoured to be recognised on a renowned global platform like the 2013 Effective Mobile Marketing Awards. Executing and implementing the campaign was a challenging task for the team, especially for a mammoth project of the scale of the Maha Kumbh Mela. The prime objective at the Maha Mela was to attract and engage consumers in a highly competitive environment, which inspired us to think beyond traditional methods. The award encourages us to push further boundaries in the future.”

    Mobile phone was selected as the medium to connect with the large audiences at the Maha Kumbh Mela. “This was the very first time in India that a brand had used location-based voice communication to convey the desired message and generate direct response from the audience” said George.

    A total of over 700,000 pilgrims visited a specially erected Colgate stall during this whole Maha Kumbh Mela promotion.

  • Colgate launches new integrated marketing campaign

    Colgate launches new integrated marketing campaign

    MUMBAI: Colgate-Palmolive (India) has unveiled a new integrated marketing campaign for Colgate Sensitive Pro-Relief.

    According to the Colgate spokesperson, a survey was conducted by Colgate-Palmolive (India) Limited and Nielsen which revealed that sensitivity is one of the top oral care problems and is faced by 40 per cent Indians. The new campaign has been conceptualised on the core insight that consumers tend to believe that they can cope with tooth sensitivity by giving up hot/cold/sour food items or drinks.

    The campaign is executed by Red Fuse Communications, a Y&R agency dedicated to servicing Colgate-Palmolive (India). Red Fuse Communications national director planning Zubin Tatna says, “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.”

    On the campaign, Colgate’s spokesperson says, “As market leaders, it is our constant endeavor to innovate and revolutionise the oral care category. Today, consumer trends are changing every day and the market is opening up to newer opportunities. Integrated marketing campaigns have to combine brand messages with newer ways of connecting with consumers.”

    Colgate Sensitive Pro Relief was launched in 2011 and then, the IMC campaign flagged off with a TVC featuring real-life consumers sharing their tooth sensitivity problems. The TVC captured their positive reactions after the use of the toothpaste on the spot, thereby highlighting the instant relief providing property of it.

    He adds, “Our newly launched integrated marketing campaign, this November, is centered on the significance of tea in our lives. Building on this facet of the consumer’s lifestyle, the campaign acknowledges the fact that sacrificing tea is not an option, even while dealing with sensitivity. Poor oral hygiene and eating habits are key reasons for sensitivity.”

    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.

  • WPP forms Red Fuse to handle Colgate-Palmolive’s $1.26 bn global account

    MUMBAI: WPP‘s five agencies, which separately service Colgate-Palmolive, are combining under one operating unit to handle the world‘s 34th largest marketer with annual advertising spends of over $1.26 billion.

    Red Fuse Communications will house the dedicated team sourced from Y&R, MEC, VML, Wunderman and GHG so that the health and personal care brand can get holistic attention.

    WPP global managing partner (the current in charge of the Colgate account) Steve Forcione will function as the CEO for Red Fuse.

    Says Colgate VP global advertising and digital Jack Haber, “The move to Red Fuse will allow us to focus more of our agency resources on strategy and creative. At the same time, we will be able to invest in the new areas of expertise that are now required for our campaigns to delight our consumers.”

    Red Fuse will have operating offices in New York, Paris, Hong Kong, Mumbai, Kansas City and Prague for the time being and will expand to cover all geographies by mid-2013.

    “WPP is merging resources from across its premiere networks into one fully dedicated and exclusive team to help Colgate win on the ground. The many excellent people who work on the account around the world are eager to move to the Red Fuse structure, so they can develop big, innovative campaigns in real time,” adds Haber.

    The objective of forming a dedicated unit is to fully integrate all communications to engage with consumers in real time across all touch-points and to drive efficiencies.

    Says Colgate CMO Nigel Burton, “It goes without saying that we already have a close-knit partnership with our agencies. But we are excited about Red Fuse because we believe that co-locating all the partners will lead to bigger ideas and better work created and executed smarter and faster.”