MAM
Colgate- Palmolive cuts ad spend in Q3
MUMBAI: For television broadcasters hit by a slowdown, this is a piece of bad news. FMCG major Colgate-Palmolive India has reduced its ad spend by 10.86 per cent for the three-month period ended December, taking a reversal from their earlier two quarters in which promotional budgets had gone up compared to the year-ago period.
The company spent Rs 1.07 billion on advertising and sales promotion in the quarter under review, compared with Rs 1.2 billion a year ago.
Colgate Palmolive launched products like Colgate 360° Sonic Power (a battery operated toothbrush), Colgate ZigZag anti-Germ, Colgate Barbie and Colgate Spiderman in the toothbrush category.
In the tooth paste category, the company launched Colgate Barbie and Colgate Spiderman in the kids range. The company also rolled out the annual Oral Health Month during the end of the third quarter.
Meanwhile, the cut in ad spend coupled with a price increase, has positively impacted the bottom line, as the company posted a 74 per cent jump in the net profit.
Colgate-Palmolive net profit stood at Rs 1.16 billion, from Rs 662.4 million in the earlier year.
Sales during the quarter rose 20 per cent to Rs 6.7 billion, up from Rs 5.58 billion a year ago.
Analysts say the company will have to increase its ad spends soon, as Procter & Gamble (P&G) prepares to foray into the branded oral care sector in India, which is pegged at around Rs 45 billion.
Recently, Colgate roped in tennis player Mahesh Bhupathi and film star Rahul Bose as brand ambassadors for Colgate Total.
For the nine months ending 31 December, the company has spent Rs 3.21 billion over marketing and promotions compared to Rs 2.61 billion a year ago. Net sales stood at Rs 19.38 billion, up from Rs 16.39 billion.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
