In its commitment to serve the society by improving the standard of oral hygiene, Colgate had mobile vans plying in underprivileged areas with dentists conducting free dental check-ups, therein.
Through the “Little' Dentist Program”, Colgate made children the ambassadors of Oral Health.
Improving the standard of oral health in India has been the guiding principle at Colgate for years. In association with the Indian Dental Association (IDA) Colgate-Palmolive has been working towards better Oral Health awareness since 1976. The IDA has also been supporting Colgate in conducting the Oral Health Month since its introduction in India in 2004. During Oral Health Month 2008 Colgate reached the Indian masses using relevant consumer touch points.
Shopper Engagement Program at large format retail stores
Colgate is constantly challenged to make the process of availing a free dental check-up more accessible and convenient for its consumers. In 2008 Colgate used an innovative marketing technique in large format retail stores to make free dental check-ups easier for shoppers to access. Promoters stationed in these stores proactively approached shoppers and educated them about oral hygiene. They helped interested shoppers in locating dentists in their very own neighborhood and encouraged them to fill up dentist appointment cards to avail of a free dental check up in the comfort of a dental clinic.
This activity was conducted across 200 large format retail stores across the 8 cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad and Pune. More than 65,000 shoppers availed this offer.
School Contact Program with ITC e-Choupal
The company's endeavor to reach out to the interior parts of India continued with its tie-up with ITC e-Choupal. Given the success and response that was received in 2007, the program was scaled up in 2008 within these ‘e-Choupal’ villages.
In 2008 Colgate conducted free dental check-ups and distributed toothpaste samples to children and spread the oral hygiene message in these villages.
The outreach was more than 70,000 children at 500 e-Choupal villages across Maharashtra, Madhya Pradesh and Uttar Pradesh. Good oral hygiene practices were imparted to children by using a unique and innovative flip book story book mechanism in this program.
In its commitment to serve the society by improving the standard of oral hygiene, Colgate had mobile vans plying in underprivileged areas with dentists conducting free dental check-ups, therein.
Shopper Engagement Program at large format retail stores
School Contact Program with ITC e-Choupal
