Colgate-Palmolive Ltd’s ‘Sampoorna Suraksha' campaign helps Kumbh devotees
Localised campaign is custom made; hoardings have been put up at several key points
Published - 18-February-2019
Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched ‘Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha' campaign at the ongoing Kumbh Mela in Prayagraj, Allahabad.
The localised campaign is custom-made to provide all-round protection to pilgrims through a range of Kumbh activities and utility elements like brushing stations for pilgrims, oral care importance drives to spread the awarness of good oral hygiene, free, large-scale sampling of Colgate Vedshakti, Suraksha wristbands for children to write or wear their emergency contact details, Sampoorna Suraksha ropes given to big groups and families to hold on to.
Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited said: “At Colgate, we work towards providing superior oral care and protection to all Indians, and towards caring for our communities. The Kumbh Mela gives us an opportunity to achieve both these objectives with our key target segments at an unprecedented scale. Our theme at the Kumbh is Complete Protection or Sampoorna Suraksha, as part of which we are offering millions of visitors free samples of Colgate Vedshakti toothpaste that provides sampoorna suraksha to the mouth. But that’s not all - we are also extending to our consumers ways and means to ensure complete safety of their families, as they wade their way through the Kumbh Mela by handing out suraksha ropes - for families to walk together, and suraksha wristbands - for children to have an emergency contact number on their wrist.”
Colgate Vedshakti’s hoardings can be seen all over the consumer touchpoints at Prayagraj, while the sampling activity is carried out right from the transit points - at 21 highway pit stops, 9 key railway junctions and several bus stations, inside the main Mela grounds, including the akharas, rein-baseras, water point junctions and the Colgate Vedshakti branded brushing stations.