Top Story


Home >> Marketing >> Article

HLL launches road show to market Pepsodent

Font Size   16
HLL launches road show to market Pepsodent

Pepsodent Germicheck, Hindustan Lever's toothpaste brand, has launched a road show where the `seeing is believing' principle works to help you arm yourself to the teeth.

Each pack of Pepsodent Germicheck toothpaste of 100 gm and above now comes with a pair of buds which are meant to be used on the teeth two weeks apart for the difference to show. Upon application, the germ-infested parts of the teeth acquire a red hue, and that's the signal for the consumer to start using Pepsodent. Two weeks later, use the second bud and hey presto! your teeth shouldn't be so red anymore.

According to company sources, this technology has been used by dentists the world over, which HLL had turned into an easy-to-use diagnostic tool that reinforced the Pepsodent promise of doing away with germs. The road show, which employs a mix of magic shows, quizzes and gifts, is being conducted in Maharashtra, Gujarat, West Bengal, Karnataka and Tamil Nadu.

Launched two weeks ago, the road show will cover 80 cities. So far, 10-12 cities have been covered. It may be extended to other States later. The company is targeting towns with population of five lakh and above and that has ensured a fair spread of SEC B & C.

Pepsodent has a market share of around 18.5 per cent while Close-Up, the other HLL brand, accounts for the rest of the company's 36.7 per cent share of the toothpaste market, estimated at Rs 1,900 crore.

Source: Business Line


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...