MAM
Colgate launches India’s first toothbrush with a unique tongue cleaner
MUMBAI: Colgate-Palmolive (India) Limited (CPIL) has launched the New Colgate Super Flexible Toothbrush, which has a unique tongue-cleaning feature at the back of its head.
New Colgate Super Flexible, which builds on the best-selling Super Flexible range of Colgate, boasts of ‘premium’ bristle profile. It uses imported bristles with raised tips that reach in-between teeth and also back teeth.
The firm inner, coloured bristles gently scrub the tooth surface to remove plaque while the soft outer bristles gently massage the gums. At the back of its head is a special ribbed design that serves as a tongue-cleaning device that removes deposits from the tongue.
Announcing the launch, a Colgate spokesperson said, “Today, tongue-cleaning is considered as important as brushing teeth – especially in terms of bacteria reduction and bad-breath control. Studies indicate that brushing the teeth produces only 30 per cent reduction in bad breath, whereas tongue-cleaning can reduce this by as much as 75 per cent. The introduction of a toothbrush with tongue-cleaning feature is Colgate’s initiative towards promoting good oral health among consumers, as also to provide convenience and ease-of-use. The fact that this feature has been introduced on our largest selling variant Super Flexible, reflects our firm commitment towards reaching the maximum number of people and making it affordable for them. With this launch, we are confident we will further enhance our leadership in the toothbrush category.”
The New Colgate Super Flexible is available in varied colours and is priced at Rs 13. The launch is being supported through a new high impact TV commercial backed by radio, outdoor advertising, consumer promotions and trade support aimed at ensuring high visibility and brand awareness.
The spokesperson added, “We knew we had a winning product and concept, the demand from both consumers as well as trade has been encouraging.”
AD Agencies
JioStar study with BARC and Nielsen finds TV and digital ads reach different audiences during T20 World Cup
JioStar’s T20 World Cup data shows cross-screen duplication below 10 per cent, setting the stage for a blockbuster IPL
MUMBAI: The numbers are in, and they are striking. During the ICC Men’s T20 World Cup 2026, television and digital advertising campaigns barely stepped on each other’s toes. Cross-screen audience duplication stayed below 10 per cent across every participating campaign, a finding that upends the assumption that brands paying for both screens are largely paying twice to reach the same eyeballs.
JioStar, the media giant that broadcast the tournament across television and digital platforms, on Tuesday unveiled the findings from BARC | Nielsen One Ads, a cross-screen measurement solution deployed for the first time at scale during the World Cup. The verdict: TV and digital are not cannibalising each other. They are reaching fundamentally different people.
The study found that digital platforms are delivering genuinely incremental audiences, viewers who would not have been reached on television alone, while enabling more precise targeting across devices. The combined effect gives advertisers what the industry has long craved: a unified, deduplicated four-screen audience that marries the blunt-instrument scale of television with the surgical precision of digital.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, head of sales, sports, JioStar. “With less than 10 per cent duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
The methodology behind the findings stitches together two measurement giants. BARC India supplies linear television data; Nielsen brings its digital measurement capabilities across connected TV, mobile and desktop. The result is a single, deduplicated view of campaign reach and frequency, the kind of unified currency that advertisers have been demanding as audiences scatter across screens.
The timing is deliberate. As consumption habits splinter, viewers flicking between the living-room set, the smartphone on the sofa and the laptop at the kitchen table, the case for unified measurement has grown urgent. A brand buying a 30-second slot on Star Sports and a pre-roll on JioCinema can now know, with some rigour, whether those two buys are actually compounding their reach or merely doubling their spend.
JioStar, BARC India and Nielsen say the learnings will directly inform cross-screen strategies for upcoming tentpole events. IPL 2026 is next. If the World Cup data holds, and there is little reason to think it will not, brands that treat television and digital as a single, coordinated buy rather than two separate line items will arrive at the auction with a sharper pencil and a cleaner brief. In India’s ferociously competitive advertising market, that edge is everything.
