MAM
Colgate Palmolive ups annual ad spend by 16.14% amid slowdown
MUMBAI: Dental and healthcare company Colgate Palmolive has increased its annual ad spend by 16.14 per cent for the fiscal ended 31 March 2012.
The company spent Rs 2.63 billion on advertising and promotions, compared to Rs 2.26 billion it spent in the previous fiscal.
The increase in advertising expenditure helped Colgate record volume growth of 12 per cent, mainly led by toothpaste category (14 per cent volume growth). The toothpaste category commanded 54 per cent of the market share by volume, while its mouthwash category occupied 26.2 per cent.
The annual ad spend accounted for 9.37 per cent of the total income during the fiscal.
Colgate‘s annual income of Colgate increased by 17.8 per cent as the company earned Rs 26.93 billion in the fiscal compared to Rs 22.86 billion a year ago. Net profit also surged 10.65 per cent to Rs 4.45 billion.
Among the other major FMCG companies, Dabur had spent Rs 6.6 billion on ads and promotion while HUL spent Rs 26.96 billion during the fiscal. Marico, on the other hand, invested Rs 1.19 billion on advertising and promotions.
For the quarter ended 31 March, Colgate’s ad spend amounted to Rs 583.2 million. This was 14.31 per cent higher than spends in the corresponding quarter of the previous fiscal (Rs 510.2 million).
In the first, second and third quarters of the fiscal, Colgate had spent Rs 937.9 million, Rs 1.14 billion and Rs 1.07 billion respectively on advertising and promotions.
Total revenue for the fourth quarter was at Rs 7.03 billion, 17.5 per cent up from Rs 5.98 billion. Profit rose 14.65 per cent to Rs Rs 1.31 billion.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
