2. Colgate Dental Cream – RMAI Entry

3. Brief Colgate Dental Cream was one of the last entrant in the Rs.10 price category Therefore the challenge was to create top of mind recall for the new pack Push Colgate Dental Cream as the product of Choice

4. Insight Research showed that Rs.10 segment was on the rise in rural/small towns Research also showed that Rs.10 was the largest recruiter to the toothpaste category But the consumers remained unaware that CDC was also available in Rs.10 pack

5. Challenge Announce the launch of CDC at Rs.10 price point Ensure that consumers in the media dark rural markets understand the ‘Rs.10’ new commercial http://www.youtube.com/watch?v=5yin0wQj7IQ

6. Solution To attain the desired results it was absolutely necessary for the consumers to not only view the TVC but also understand the same To achieve this mammoth task, we went back to the drawing board

7. Solution After a lot of debate and deliberation we finally zeroed down to adapt India’s most successful television format, the “Kaun Banega Crorepati” with a twist Consumers were asked to watch the Rs.10 commercial on the basis of which 3 questions were thrown at them and each winner was gratified instantly

8. Close to 400 Customized Temporary Hoardings put up in villages creating “Goan Goan main Hero” (Local Brand Ambassador) Gratifying the winners

9. Results 946 villages across 7 States 46000+ one to one contacts 1.4 million footfalls 1.3 million Rs.10 SKU sold 10000+outlets seeded with Stock and CDC 10 POP Substantial growth in volumes – 155% in Punjab & 428% in Orissa Market Share Gains – – 1% in Punjab and –.5% in Orissa Strong Distribution Build up – – Punjab: 37,000 & – Orissa: 30,000 stores

10. EMVIE Gold – Best Media Innovation for MDACS AWARDS & RECOGNITION IAMAI – Best Mobile Voice Campaign for MDACS