BrandTalk: Brands & organisations should be able to change as required: Arvind Chintamani
Arvind Chintamani, VP - Marketing, Colgate-Palmolive (India) Ltd, spoke at BrandTalk 2019 about how Colgate as a brand has adapted to the changes in culture
“We need to understand culture, act on it and then change with it. Culture is very easy to say, but very hard to put into practice when you talk to every age group and billions of people in the country,” said Arvind Chintamani, VP - Marketing, Colgate-Palmolive (India) Ltd, while addressing the audience at BrandTalk 2019 in Gurugram on Friday.
“Culture, change and consistency are the three most important things for Colgate,” said Chintamani while speaking on ‘Keeping up with India’s most trusted brand Colgate’.
Chintamani started his speech about remaining consistent with old things while the environment around changes.
He elaborated with the help of Colgate advertisements the ways in which Colgate as a brand has adapted to the change in culture.
Starting with an advertisement in the 90s, in which a woman is seen complaining about her husband’s bad breath, to a latest one that shows a confident mother, Chintamani took the audience through the cultural shift that has happened within the country and how Colgate as a brand has adapted to it. He spoke about how the brand has humanised the characters portrayed in the advertisements.
Speaking on evolving with the changes happening in the society, Chintamani said, “Brands and organisations should be able to change and pivot as required. The beloved category in the country, the tooth powder business used to be very profitable for Colgate. We consciously pivoted as we started selling affordable toothpaste and giving away a toothbrush free with it. We shifted the consumers from older habits to newer ones. It was not an easy task when you are sitting on a profitable source of revenue.”
Speaking about the competition, he said, “We got attacked multiple times by competitors as an organisation, where different products similar to ours were introduced into the market. Then came a point where we had to choose which brands to fight these battles with. We could have chosen our flagship brand, Colgate Red. But, it was decided to take Cibaca as the flagship brand. It was a roaring success. It not only made Cibaca a very strong brand in the country but we also fought off competition.”
Speaking on how Colgate stayed ahead of their times, Chintamani said, “We were way ahead of our times. People were getting cosmetically oriented. We introduced Colgate White. When the country witnessed the massive wave of Auryveda, we introduced Colgate Ved Shakti and that is one of the successful launches from us.”
“As a brand, Colgate believes that everyone deserves a future they can smile about,” Chintamani said as he signed off.
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