Colgate-Palmolive shines at IDMA 2025 with 4 wins

Colgate-Palmolive leads the charge in health-first, high-tech brand storytelling

by e4m Staff
Published: Jul 22, 2025 4:48 PM | 2 min read

At the Indian Digital Media Awards (IDMA) 2025, Colgate-Palmolive (India) Limited made a big impression by taking home one gold, two silver, and one bronze for their tech-driven and purpose-driven marketing campaigns on July 17.

The Oral Health Movement and Colgate Visible White Purple: The Whitening Challenge were two notable campaigns that were key to this accomplishment.

The Oral Health Movement was the notable initiative to democratize access to dental treatment in India. Colgate introduced an interactive dental screening tool that is available via WhatsApp in nine Indian languages, utilizing AI technology in partnership with Logy.AI. Users could upload images and get a free AI-powered dental health report by just scanning a QR code or calling a number.

In order to increase the impact, Colgate teamed up with the Indian Dental Association to organize 50,000 dentists for free consultations, reaching Indians in public spaces, corporate offices, schools, and retail establishments. The brand received high recognition for this initiative's flawless integration of innovation, accessibility, and community health impact.

In contrast, the Colgate Visible White Purple campaign came up with a bold, results-driven Whitening Challenge. Using dental shade guides, real customers reported noticeable whitening improvements in as little as seven days, increasing brand memory by 17% and boosting trust in the whitening claim by 15%. This ad stood out due to its immersive digital execution, which was carried out in partnership with Amazon Ads.

Colgate achieved 1.2% CTRs and 91% video completion rates by using interactive, full-screen Amazon MX Player takeovers. With an average engagement time of 149 seconds—beating the CPG standard of 130 seconds—and a CTR performance that was 2.8 times higher, the campaign created new records on Amazon Live Commerce. The campaign's overall 277 million+ impressions reflected culturally relevant, performance-driven storytelling.

Colgate continues to dominate not only in dental care products but also in innovative technology, compelling narratives, and effective health education with this performance at IDMA.