Brands
Colgate unveils New Colgate Total
MUMBAI: Colgate has re-launched its multi-benefit toothpaste Colgate Total with a new proprietary DZA formula that provides superior protection not just to the teeth, but to the whole mouth. The New Colgate Total helps fight germs on teeth, tongue, cheeks, and gums for up to 12 hours, thereby offering a complete oral care protection.
To spread awareness for the new relaunched product, the overall campaign theme is that of an 'Upgrade' since consumers today upgrade every aspect of their life when there is a better solution available, however when it comes to oral health they are still thinking only of teeth. The new Colgate Total, therefore, encourages one to 'Upgrade to Whole Mouth Health'.
Taking from the campaign theme of oral care 'Upgrade to Whole Mouth Health’, the brand is set to launch a fun addition in the form of a parody with the objective of making oral care related conversations more enjoyable and engaging conversation for the consumers. For this, Colgate has got on board some of the most relevant yet fun opinion leaders like The Singing Dentist – a UK-based dentist named Milad Shadrooh known for making parodies of popular songs to make dentistry fun, celebrity trainer Yasmin Karachiwala, actor and stand-up comic Manish Paul, and actress Pranita Subhash.
As a part of this campaign, The Singing Dentist has for the first time attempted a famous Bollywood number in his quintessential, witty parody style to underline the need for ‘whole mouth health’, which Colgate Total guarantees.
Ola has a new voice. The ride-hailing giant has appointed Shirsha Majumder as senior manager for PR and communications, bringing in a seasoned hand to sharpen its brand narrative and media relations.
Majumder arrives from Acko, where she spent close to four years playing a central role in shaping the insurance company’s communications strategy. Before Acko, she built her credentials across a string of well-regarded organisations including HDFC Life, Adfactors PR and Edelman, accumulating over nine years of experience across reputation management, media relations, strategic messaging and stakeholder engagement.
At Ola, she is expected to bring that breadth of experience to bear on the company’s communications function at a time when the brand is navigating an increasingly competitive and scrutinised market.
For a company that has rarely been far from the headlines, getting the communications right matters. In Majumder, Ola has picked someone who knows how to manage a narrative under pressure.
