Colgate shifts 60% of advertising spend to digital as brand investments rise

Colgate-Palmolive India has shifted around 60% of its advertising spend to digital channels as the oral-care major increases brand investments and adapts its media mix to changing consumer behaviour.

The company said digital now accounts for a majority of its advertising expenditure, reflecting the growing importance of online video, social platforms, creators and other digital touchpoints in reaching consumers.

The shift comes as Colgate steps up investments behind its core brands and expands beyond conventional toothpaste and toothbrush categories into newer oral-care segments. The company has been increasing marketing support as it looks to drive category growth, premiumisation and consumer adoption of newer products.

Colgate’s media mix also reflects a broader change in India’s advertising market, where digital channels have steadily gained share from traditional media. Industry estimates have placed digital at around 60% of overall Indian advertising expenditure, driven by growing smartphone penetration, online video consumption and the increasing use of measurable, performance-oriented media.

For Colgate, however, the shift does not mean abandoning television. The company continues to use TV for mass reach, while digital allows it to target specific consumer cohorts and build more personalised communication around different products and oral-care needs.

The increased investment comes as Colgate seeks to expand the Indian oral-care market beyond basic brushing habits and encourage consumers to adopt premium toothpastes, electric toothbrushes, mouthwashes and other specialised products.

The company has also been sharpening its communication around science, efficacy and specific consumer problems as competition intensifies across both established FMCG players and newer digital-first personal-care brands.

Colgate remains one of India’s largest advertisers in the oral-care category, with brands including Colgate Strong Teeth, MaxFresh, Visible White and Sensitive.

The move towards a digital-heavy media mix underscores how even long-established mass-market FMCG brands are increasingly balancing television-led reach with more targeted, measurable and content-led digital advertising.