MAM
Colgate, Yahoo to research impact of online ads in media
MUMBAI: Colgate-Palmolive has appointed Yahoo UK and Ireland to run its first online campaign, and is investing a substantial amount of money researching the effectiveness of adding online advertising.
The campaign is running across Yahoo! UK and Ireland, supporting the launch of the new variant Colgate Total Advanced Fresh. The project will assess the effectiveness of using online ads in conjunction with outdoor, TV, press, direct marketing samples and cinema.
According to a media report, this is the first time one of the company’s cross-media studies will involve online. Working with Mediaedge:cia Digital and the Internet Advertising Bureau, Colgate is hoping to discover the effectiveness of using online advertising as part of a major campaign. The research will be conducted by Marketing Evolution.
Colgate Palmolive e-business director Gabi Stade was quoted in a media report sating, “The objective is to test whether including online within the media mix works more efficiently than TV and traditional media alone. At Colgate-Palmolive we are always keen to push the boundaries of the marketing mix while being sure to track any innovations to assess their effectiveness.”
Yahoo! hopes that the Colgate case would help it prove that it had an impact. Yahoo! UK and Ireland sales director Alison Reay was quoted in another media report saying that the research was a huge step forward for the industry and that they were confident that it would further help them to prove the effectiveness and potential of their medium, as well as highlight how online can maximise campaign reach against a work-based audience.
The campaign began appearing on the Yahoo homepage and throughout the Yahoo network from mid-May, supporting the launch of ‘Colgate Total Advanced Fresh’ toothpaste.
Brands
Tata Consumer Products faces Rs 98 crore tax demand
Income tax authorities raise significant demand for the 2022-23 financial year
MUMBAI: Tata Consumer Products Limited has received an assessment order from the income tax department involving a substantial financial demand. The order, issued by the assistant commissioner of income tax in Kolkata, was received by the company on 13 March 2026. It follows an audit of the income tax returns filed for the 2022-23 financial year, during which the assessing officer made specific additions and disallowances to the company’s reported income.
The total demand raised by the authorities amounts to Rs 98,03,33,930, a figure that includes both the principal tax amount and accrued interest. This disclosure was made by the company’s company secretary & compliance officer, delnaz dara harda, in a formal filing to the National Stock Exchange and BSE Limited on 14 March 2026. The filing was made pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.
In response to the order, Tata Consumer Products has stated that it believes the demand is not maintainable under current law. The management has confirmed that the company is currently in the process of filing an appeal against the assessment. Furthermore, the company clarified that there is no immediate impact on its current financial standing, operations, or other corporate activities resulting from this specific order.
