MxMIndia

Tag: Arvind Chintamani

  • The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by director Vikramaditya Motwane

    Colgate’s new campaign showcases journey of elderly singles

    By A Correspondent

     

    Colgate-Palmolive (India) Limited has written to us about a new communication under its ‘Smile karo aur shuru ho jao’ campaign.

     

    Talking about the TVC, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said: “While the pandemic has been a time of uncertainty and difficulty, it has also given people a chance to reflect and reassess their individual life journeys. One such opportunity for revaluation is the challenge of loneliness faced by elderly single people who often remain single burdened by the fear of social judgement in starting afresh and finding companionship. Our story, narrated wonderfully by Deepti Naval, encourages people to be positive and look beyond the worry of what society might say and celebrate their lives fully. We, at Colgate, strive to tell such stories to inspire hope and courage to reimagine a better future…and smile karo aur shuru ho jao.”

     

    The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by director Vikramaditya Motwane.

     

    Said Delna Sethna, Executive Creative Director, RedFuse: “Since the beginning, Colgate’s Smile karo aur shuru ho jao campaign has narrated stories of confidence and courage. The latest ad film touches upon the topic of remarriage, which is known to be a sensitive topic in India, especially among women. We want to encourage conversation on this often taboo subject and try to normalize the culture of women in India remarrying, for whatever reason they deem worthy. The overall aim of the film is to encourage optimism and to look beyond the fear of judgement and act with the hope of a positive future.”

     

     

  • The new win will be led by VMLY&R’s Mumbai office and will focus on equity creation and the entire portfolio of sub-brands of Colgate-Palmolive in India

    VMLY&R is digital AOR for Colgate-Palmolive

    By A Correspondent

     

    WPP-owned VMLY&R India has been appointed Agency-on-Record (AOR) for Colgate-Palmolive’s digital communication business. The agency’s scope will encompass digital campaign planning, creative thinking, social listening and establishing Colgate-Palmolive’s leadership position in the categories of Oral Care and Personal Hygiene in India, across  all digital platforms. WPP arm Red Fuse is an integrated global team dedicated to serving Colgate-Palmolive worldwide. Red Fuse operates with teams from VMLY&R, Wavemaker, Geometry and Ogilvy. Although the press release doesn’t mention Red Fuse, we guess it’s part of the same mandate.

     

    The new win will be led by VMLY&R’s Mumbai office and will focus on equity creation and the entire portfolio of sub-brands of Colgate-Palmolive in India. VMLY&R will be responsible for creating digital communication across a range of legacy and market leader brands; and will partner with Colgate-Palmolive as it ventures exciting new areas which will involve innovations, commerce and data-driven marketing.

     

    Said Arvind Chintamani, Vice President – Marketing, Colgate-Palmolive on the partnership: “We are very excited to have VMLY&R on board as our digital communications partner. Aside from the vast global expertise across various strategic, creative, digital dimensions, Anil and his team represent some of the best multi-functional talent and are perfectly suited to these times of unprecedented change.”

     

    Added Anil Nair, Chief Executive Officer, VMLY&R India: “Colgate-Palmolive is a dream mandate for any agency. This promises to be an exciting journey because of the impact our work can demonstrate on a brand that touches over half a billion Indians every day. Our vision is to take this brand love and translate it  on  new-age digital platforms, and create meaningful content and experiences for consumers.”

     

     

  • A 360-degree high decibel campaign targeted towards educating consumers on oral health's link to overall health

    Colgate highlights importance of oral health in new campaign for Colgate Vedshakti

    By A Correspondent

     

    Colgate-Palmolive (India) Limited has announced the “Mooh Swachh Toh Aap Healthy” campaign for its ayurvedic toothpaste Colgate Vedshakti.

     

    The campaign kickstarted with the launch of a TVC on March 4 in 10 regional languages including Hindi, Marathi, Telugu, and Tamil. It is being amplified further across mediums like print, digital and social media.

     

    Speaking about the campaign, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited 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.”

     

    Created by Redfuse Communications, Delna Sethna, Executive Creative Director, Red Fuse added: “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.”

     

     

  • Divyanshu, India's first visually impaired solo paragliding pilot’s inspiring story from Colgate’s ‘Smile Karo Aur Shuru Ho Jao’ campaign

    Colgate’s latest equity campaign highlights inspiring story

    By A Correspondent

     

    Colgate-Palmolive celebrates Divyanshu Ganatra’s inspiring story under its ‘Smile Karo Aur Shuru Ho Jao’ equity campaign. Ganatra was only 19 years in age when he lost his eyesight to glaucoma. As a child who dreamt of flying, his blindness couldn’t limit him from achieving what he wanted. He persevered to become not only India’s first visually impaired solo paragliding pilot but also a clinical psychologist, behavioral facilitator, and a self-made social entrepreneur.

     

    Commenting on the new TVC, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited said: “We truly believe that a Smile signifies optimism and our brand expression ‘Smile Karo Aur Shuru Ho Jao’ builds on the real-life stories of everyday people to inspire hope and start afresh. The story exemplifies Colgate’s message of overcoming adversity and life’s challenges with the positive power of a Smile. Such important stories of real people help us spread the message of conquering fears and our inhibitions with a smile.”

     

     

  • Internet star Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala launched the film

    FoxyMoron unveils latest ad film for Colgate Total

    By A Correspondent

     

    Conceptualised by FoxyMoron and produced by The Rabbit Hole, Colgate recently launched its Colgate Total toothpaste with internet star Milad Shadrooh, along with actors Manish Paul, Pranitha Subhash and fitness trainer Yasmin Karachiwala.

     

    Speaking about the campaign, Pratik Gupta, Co-Founder at FoxyMoron said: “There are a lot of amazing things that we were able to achieve with the launch campaign that we have done for the New Colgate Total toothpaste. To move Colgate into a slightly non-traditional, overtly functional, long format branded content marketing approach was the first victory. In order to achieve this, a lot of our specialist teams across creative, video and talent came together, put together a truly integrated approach and brought this to life. For us, the final output, the fun during the process and the response that we are already getting is a testament that this campaign will bode well for the brand and the message appeal to the common man – in a fun and precise way.”

     

    Added Arvind Chintamani, Vice-President Marketing, Colgate-Palmolive (India) Limited: “The New Colgate Total offers ‘holistic’ oral-health. It fights germs not just on the teeth but also on the tongue, cheeks and gums, for up to 12 hours, helping one achieve ‘whole mouth health’. To communicate the product’s multiple benefits we have created a clutter-breaking campaign for social-media, with Singing Dentist – Milad Shadrooh, and three other popular youth icons. Through a parody based on Bollywood’s popular ‘All is Well’ song, the product’s benefits are conveyed in an interesting and engaging manner that builds an instant connect with our consumers and helps them internalise the message. We are confident of its appeal to our audience.”