A powerful global brand needs to speak in local dialects, believes Prabha Parameswaran, President, Africa and Eurasia division, Colgate-Palmolive. She has served the FMCG major in significant positions around the world since 1995. In conversation with exchange4media at BrandZ Top 50 Most Valuable Indian Brands conducted by Millward Brown and WPP, where Colgate was awarded the Most Meaningful Brand of the year, Parameswaran threw light on how brand Colgate has earned the privilege of being global, but being perceived as very local.
Sharing an anecdote about a New York cab driver from India, who believed Colgate was an Indian brand that had conquered the US, Parameswaran said, “Everywhere that we operate, Colgate becomes a part of the fabric of that country. Brand Colgate represents global values that are translated into what is meaningful and relevant to consumers of those countries.”
Stressing on the importance of staying tuned to the aspirations of the consumers today, Parameswaran said Colgate has benefited from anticipating their wants and needs for the future as well. “The consumer is at the heart of everything we do,” she said, pointing out the innovations that the brand has been known for. “Not only our products, but innovation has driven the way we distribute and engage with our consumers as well,” she said, adding how the brand's portfolio has expanded to fit their evolving needs. “This is how Colgate has emerged as a global but powerful local brand,” she concluded.
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