MAM
Colgate-Palmolive Q1 ad spend up 42.34% to Rs 988 mn
MUMBAI: FMCG major Colgate-Palmolive India has amplified its ad spends by 42.34 per cent during the quarter ended June 2011, as it launched a series of new products during the three-month period.
The company spent Rs 987.9 million on advertising and sales promotion in the quarter under review, compared with Rs 694 million a year ago.
Colgate-Palmolive India launched products in its various categories namely Colgate Sensitive Pro-Relief Toothpaste, Colgate 360 Sensitive Pro-Relief Toothbrush, Colgate Plax Sensitive Mouthwash and Colgate Plax Complete Care Mouthwash.
A heavy launch quarter had an impact on the expenses and the company posted a 17.66 per cent drop in net profit to Rs 1 billion, from Rs 1.22 billion in the earlier year.
Total revenue during the quarter rose 14.49 per cent to Rs. 6.29 billion, up from Rs 5.5 billion a year ago.
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.
