ZEE5 & Colgate salute the selfless spirit of teachers

The ad celebrates the unrelenting spirit of 76-year-old Sujit Chattopadhyay under Colgate’s ‘Smile karo shuru ho jao’ campaign

e4m by exchange4media Staff
Updated: Sep 21, 2020 11:28 AM

Colgate-Palmolive has partnered with ZEE5 to convey Colgate’s Teacher’s Day campaign. Through the collaboration, ZEE5, by leveraging its wide reach and astute user segmentation capabilities, broadcasted an inspiring real-life story of Sujit Chattopadhyay, a 76-year-old retired school teacher, a story of optimism driving transformational change in children’s lives.

Under Colgate India’s equity campaign ‘Smile karo aur shuru ho jao’, which champions optimism and showcases real-life moments of everyday heroes through the transformational power of a smile, the story, created and conceptualised by ZEE5, depicted the journey of Chattopadhyay. Being a resident of a small village a few hours away from Kolkata, and despite having little to no resources, Chattopadhyay fulfilled his dream of educating hundreds of underprivileged children from nearby villages and forest lands, by converting his veranda into a school for the eager students. Through his inspiring story, the campaign highlighted that the power of optimism can transform lives and create something significant when nothing seems possible.

Commenting on the collaboration, Arvind Chintamani, Vice President - Marketing, Colgate-Palmolive (India) Limited said, “Colgate-Palmolive is glad to partner with ZEE5 in honouring Mr. Sujit Chattopadhyay, affectionately known as Master Moshai, who has dedicated his life to empower underprivileged children with knowledge and to ensure that they have a future that they can smile about. We at Colgate salute his unrelenting spirit and optimism - Smile karo aur shuru ho jao.”

Speaking on the partnership, Rajeev Dhal, Chief Revenue Officer, ZEE5 India said, “ZEE5 has established itself as a brand favourite, when it comes to reaching out to a vast segment of the audience. The collaboration with Colgate is a part of our influencer led, content marketing tool Ampli5. This state-of-the-art tool stemming from ZEE5 Ads has been instrumental in helping various leading brands improve their sales conversions and reach by executing high-impact campaigns. We have created the asset for Colgate as a part of our Ad-Suite portfolio to boost the brand’s reach while simultaneously creating awareness around the messaging in an effective way.”

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