ITV

Tag: Sanjay Sipahimalani

  • Colgate Strong Teeth launches ‘Andar se Strong’ campaign

    Colgate Strong Teeth launches ‘Andar se Strong’ campaign

    MUMBAI: Colgate-Palmolive (India) Ltd, the market leader in oral care, has revealed two new TVCs  to launch its fresh campaign ‘Andar se Strong’ for its flagship brand Colgate Strong Teeth. It has also introduced a packaging change after over a decade. The TVCs have been created by RedFuse Communication.

    Both the TVCs convey how Colgate Strong Teeth adds natural calcium to one’s teeth, and are based on the theme that just like a mother raises her child to be strong from within, Colgate Strong Teeth too makes one’s teeth strong from within.

    The first TVC shows the protagonist – a young girl –  joining in to play football with a group of boys, overriding the resistance to her inclusion in the team with her confident smile and wit – a reflection of self-belief and inner strength. The second TVC features Deepika Padukone, shown alongside her mother – who has made the actress strong from within. Smiling during difficult moments, she says, symbolises ‘inner strength’.

    Speaking about the new campaign, Colgate-Palmolive (India) managing director Issam Bachaalani said, “Colgate Strong Teeth, our flagship brand, has been in India for over 80 years, and I'm delighted to announce our new brand campaign called 'Andar Se Strong' featuring Bollywood actress Deepika Padukone. This campaign reinforces our promise to guard and nurture you and your family's smile, by keeping your teeth strong from within.”

    The ‘Andar se Strong’ theme in the TVCs will be supported by a 360-degree marketing campaign to ensure that the new Colgate Strong Teeth communication reaches consumers across multiple touch points. It will be available across various retail formats at a variety of price points starting from a Rs 5 pack to a 500-800 g saver pack.

    Elaborating more on the campaign, RedFuse Communication creative director Sanjay Sipahimalani said, “In this campaign, we wanted to highlight that inner strength is most important to experience life to the fullest.  Both the TVCs focus on ‘Andar se Strong’ stories, but manifest in different ways. While the football tvc shows how breaking stereotypes and standing up for yourself takes inner strength, Deepika’s film is all about her personal ‘andar se strong’ story, which is what makes her the superstar and the person she is today.”  

  • Colgate & BYJU’s partner to educate kids

    Colgate & BYJU’s partner to educate kids

    MUMBAI: Colgate-Palmolive India recently concluded its annual Colgate Scholarship Offer that gives children from across India, a chance to win scholarships up to Rs 1 lac. While Colgate has upped the number of scholarships and the amount with every passing year, the bigger challenge that it took upon itself this year was to give something to every consumer who picked the Colgate Scholarship Offer pack and not just to the lucky few who end up winning a scholarship. In order to do that, Colgate partnered with BYJU’s, India’s leading education app, to give children access to free BYJU’s lessons.

    The partnership enabled thousands of school children to avail Maths and Science lectures curated by experts at BYJU’s, through the Colgate Dental Cream pack. Each pack offered a free one-month video tutorial subscription of BYJU’s, worth Rs 999. For children who could not access the app, the duo created special audio lectures that could be availed by giving a missed call on the number provided on the pack, and also mentioned in the TVC.

    Participation in the scholarship offer did not require consumers to buy the Colgate Dental Cream pack. The 2017 edition of Colgate Scholarship Offer received more than 49 lac entries from across the country.

    In order to inspire many more children and their parents to avail this unique offer, Colgate felt the need to show them the stories of real scholarship winners from their own regions – and how they benefitted from this program. The thought led to the decision of choosing to film individual stories of real winners in their real homes, instead of shooting a standard, scripted TVC in a studio with actors.

    After spending/shooting for a couple of days with each of the winners, across different geographies, the team came back with massive amounts of footage which was ultimately edited into short TVCs, and finally the top five stories were put on air. To make the TVC more impactful only the local winner’s story (TVC) was aired in that particular region.

    Colgate-Palmolive (India) director marketing Eric Jumbert says, “The campaign revolved around the real winners from previous years’ Scholarship Offer winners telling their real stories, which made the proposition all the more compelling.”

    Red Fuse Communications creative director Sanjay Sipahimalani adds, “We’ve seen kids across the country realise their potential and live their dreams. It has been humbling to see this change, and no advertising campaign could have been better than presenting the stories of these children to the world. Thus, our testimonial campaign was shot in a raw, candid manner. Our teams went to their houses, and spoke to them. What you see on television is their life, and their narrative.”

  • Sipahimalani back at Bates as ECD

    Sipahimalani back at Bates as ECD

    MUMBAI: Sanjay Sipahimalani has returned to Bates as executive creative director. His immediate mandate will be to take care of the Colgate account and will report to Bates national creative director Sagar Mahabaleshwarkar.

    Sipahimalani quit Bates to join Percept/H as executive creative director in August 2011 where he was responsible for planning, conceptualising and implementing creative strategies, managing the creative team, and handling business development.

    Sipahimalani started his career as a creative director at Grey Worldwide in 2000 and continued there for four years. After that, he moved to Publicis as creative director. Spending a year and two months at Publicis, he joined Vyas Giannetti Creative as executive creative director in 2005. After working at the agency for about three-and-a-half years, he shifted to Bates.