#SSIPLWatch Colgate-Palmolive India’s Arvind Chintamani on the brand’s IPL strategy

Arvind Chintamani

A large part of the season’s marketing for Colgate lies in advertising the brand’s newly launched product, Colgate Vedshakti. Arvind Chintamani sheds light on the brand’s objective from the tournament.

Colgate-Palmolive (India) collaborated as the official Smile Partner with 6 teams at the ongoing Dream11 Indian Premier League 2020. The teams include Delhi Capitals, Kings XI Punjab, Kolkata Knight Riders, Mumbai Indians, Rajasthan Royals, and Sunrisers Hyderabad. Colgate’s Smile Icon is visible across a variety of touchpoints throughout the tournament.

We get talking to Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive India Limited to know more about the marketing plans chalked out by the brand to make the most out of their investment in IPL.

Edited Excerpts

What was the insight behind your association with 6 IPL teams? 

We believe in the power of optimism and we remind people to ‘Smile karo aur shuru ho jao’ (Get started with a smile). By partnering with 6 teams as the official Smile Partner, Colgate-Palmolive celebrates the spirit of the players and the organizers in bringing smiles and positivity to every home.

What does the overall marketing plan for the season look like? What kind of a role will social media play?

We launched the new Colgate Vedshakti Mouth Protect Spray with the IPL partnership. We have a range of content with all six IPL teams showcasing the Vedshakti spray in action. The entire communication for the spray is around the idea of “Aa karo, germs ko nakaro” and we have all the teams bringing this communication to life.

Also Read: #SSIPLWatch Our collaboration with Mumbai Indians in 2019 generated significant results: Darragh Ryan, Bacardi AMEA

Please take us through your media mix. How much percent of it is reserved for digital? 

The marketing plan aims at creating an Integrated Brand Experience – branded helmets and caps and on-ground LED screens in the broadcast branding space will be accompanied by short and long-form video content with players from the 6 teams and social media and E-Commerce activations, among other content partnerships.

Digital will be a key medium for us through this entire campaign, even as we continue to advertise on TV during the IPL matches.

Take us through your marketing strategy. Any campaigns or activities lined up to support your partnership? 

The marketing strategy to leverage our association as the official Smile Partner focuses on a combination of Colgate Brand advertising & Colgate Vedshakti Product advertising.

Colgate brand will keep reminding people of the power of optimism via the “Colgate Smile” across Team Caps, Helmets, LED screens on the ground.

In addition to the brand communication, we will have product communication for the newly launched Colgate Vedshakti Mouth Protect spray, which reminds you to “Aa karo, germs ko nakaro.”

How will you be leveraging IPL to bounce back from the pandemic induced business lull & changing consumer habits created by the lockdown?

We always believe in the power of innovations that are relevant to people’s. The IPL partnership has given us a platform for the launch of this innovation.

We are also getting a significant response to the Tele-dentistry service we launched a few months ago, called “Dentists For Me”.  With this free service, anyone can do a Video or Audio call with a top Dentist anywhere in the country.


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