| Title | INDEPENDENCE DAY |
| Brand | COLGATE PALMOLIVE |
| Product / Service | TOOTHPASTE |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | MEC Mumbai, INDIA |
| Entrant Company: | MEC Mumbai, INDIA |
| Media Agency: | MEC Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Atrayee Chakraborty | Mec | Business Head |
| Rahul Jadhav | Mec | Investment Director |
| Kushin Mukherjee | Mec | Business Group Head |
| Ram Omar | Mec | Business Manager |
The CSPR Independence Day issue was reprinted and released across 6 key brand markets - Mumbai, Delhi, Bangalore, Kolkata, Pune and Ahmedabad. The communication reached 3.2 million households - not just once but several times since it became a collectors’ item. We had suddenly given shelf life to a perishable medium like dailies. Post campaign research showed stupendous results. Recall was a staggering 91% and TOM 61%. Colgate’s share of the sensitivity share jumped from 19% to 26% (in just 2 months. CSPR had achieved a market share of 9%. Activity had to be suspended for a month as the brand went out of stock.
On August 15, 2011, in partnership with The Times of India, India’s leading daily, CSPR commemorated India’s historic freedom. We recreated the exactly same newspaper that was published on August 15, 1947, the day India became independent. The special edition was a collector’s dream-come-true. The news from exactly 64 years evoked a strong sense of pride and nostalgia amongst readers. Since the issue was conceived as a tribute to our independence, we inserted simple CSPR ads that emphatically drove home the message of freedom from pain. We took utmost care to ensure these ads in no way interfered the integrity of the newspaper of August 15, 1947.
In a country where people love eating, sacrificing one’s favourite food can be a traumatic experience. 17% of Indians suffer from acute tooth sensitivity and do nothing about it. They simply choose to alter their eating and drinking habits, to avoid the pain. Colgate made its mission to alleviate this problem from the lives of millions of Indians. Colgate Sensitive Pro Relief (CSPR) was launched to provide relief to those with sensitive teeth. Our task was to disproportionately increase awareness for Colgate Sensitive Pro-Relief (CSPR) and increase (along with Colgate Sensitive, a separate existing variant) share of the sensitivity segment from 19% to 27% (exit-December 2011). Mission Freedom From Pain was upon us. To give wings to this ambitious vision, we came up with a unique and radical strategy. We connected freedom from pain to the most enduring symbol of freedom in the country’s history – India’s independence itself.