Colgate’s Innovative IPL Campaign Encourages Strategic Timeout for Teeth
Colgate, the renowned oral care brand, has launched a unique campaign during the IPL 2024 season that aims to promote nighttime oral care habits among urban consumers. The campaign, which includes 43 ad films created for 43 matches, features cricketing icons Suresh Raina and Zaheer Khan in opposing team uniforms.
Speaking about the campaign, a Colgate spokesperson, Jain, explained that the brand deliberately entered the IPL brand bonanza a little late to perfect their communication strategy. The ad films, all manually created, showcase a variety of scenarios to drive home the importance of nighttime brushing.
Colgate has chosen to feature its ads on JioCinema during the IPL matches, targeting urban consumers who may not prioritize nighttime oral care. Jain highlighted that only 20 percent of urban Indians brush their teeth at night, and the brand aims to change this behavior through its campaign.
In addition to the IPL campaign, Colgate has introduced several quirky ads in recent months for its various brands, such as Colgate MaxFresh and Colgate Active Salt. While the ads may be comical, Jain emphasized that the brand’s communication strategy is tailored to each product’s tone and messaging.
Looking ahead, Jain noted that Colgate’s revenue primarily comes from its core brands like Colgate Strong Teeth, Colgate MaxFresh, and Colgate Active Salt. He also highlighted a trend towards premiumization in the oral care sector, with brands like Colgate Total and Colgate Visible White catering to consumers seeking premium oral care solutions.
Overall, Colgate’s innovative approach to marketing and promoting oral care habits during the IPL season reflects the brand’s commitment to providing effective and engaging solutions for consumers.