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TOI and Colgate activates 'Colgate Night Brushing Challenge'

18-January-2011
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TOI and Colgate activates 'Colgate Night Brushing Challenge'

Colgate-Palmolive (India) Limited along with The Times of India NIE edition has launched the ‘Colgate Night Brushing Challenge’ where they are targeting school children from classes 1-6 across 150 schools in Hyderabad for 7 weeks with the objective of inculcating night brushing habits among children.

Children in school will be educated on the benefits of night brushing and they will pledge to brush their teeth every night. This will be validated by the respective parents who will sign a night brushing calendar every night. The children will also spread this message of night brushing to their friends and family and get pledges from them too. At the end of this campaign, children who have done both the above tasks will be awarded.

Rajesh Krishnamurthy, VP Marketing, Colgate Palmolive India Limited, said “As the leaders in oral care, it is our objective to inculcate good oral care habits among Indians. According to a recent survey, while 95per cent of people brush in the morning only 28 per cent claim to brush twice a day. This is because most people believe that brushing in the morning is enough. Our night brushing initiative is aimed at educating consumers including children about the importance of brushing at night and inculcating the right oral care habits in them.”
 

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