Combines the goodness of two unique ingredients - ‘Salt and Lemon’
Mumbai, September 10th, 2013: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has launched India’s first toothpaste to address yellowness removal – Colgate Active Salt Healthy White -- which was unveiled today by Bollywood diva Kareena Kapoor Khan and rising film star Shriya Saran, the newly signed brand ambassadors.
Colgate Active Salt Healthy White is an innovation from Colgate and has been developed on a core consumer insight of using a combination of salt and lemon to remove yellowness. Integrating the benefits of salt and lemon, this new toothpaste offers an innovative every day solution to yellowness removal.
With a market share of over 55%, Colgate has a wide portfolio of products across different price points and has been leading with new product innovations based on evolving consumer needs. This is the first time anywhere in the world that Colgate has launched a toothpaste that combines the power of salt and lemon.
Announcing the launch, Ajith Babu, VP-Marketing said, “Over the years Colgate-Palmolive has led the development of the Oral Care category in India through relevant innovations and the latest technology advancements. The launch of Colgate Active Salt Healthy White is yet another step in that direction. We are applying our deep consumer insights to address unique needs such as removal of yellowness to create effective, quality solutions. Known for years as two most powerful ingredients for yellowness removal, our research teams combined the benefits of salt and lemon to develop a unique offering for our discerning consumers. With Colgate Active Salt Healthy White, consumers looking for an effective yellowness removal solution will feel and see the difference.”
Kareena Kapoor Khan, Brand Ambassador, Colgate Active Salt Healthy White said, “Ever since I brushed my teeth, I can remember brushing them only with Colgate toothpaste. Today, being a Brand Ambassador to a brand that I grew up with and always trusted is an absolute honour. As actors, it’s important that we stay healthy and present the best of ourselves. And that’s exactly how Colgate Active Salt Healthy White toothpaste adds value for me. It simply helps me to ‘say no to yellow’ teeth in a refreshing manner with an age old remedy of salt and lemon. So go ahead try it and see how healthy white teeth are now a reality for you.”
Shriya Saran, Brand Ambassador, Colgate Active Salt Healthy White said, “I use Colgate products and I love them. Colgate and oral care have become synonymous over the years. Time and again, the company has introduced reliable products aimed at countering various oral care problems. Yellowness of teeth is a common problem faced by many of us. This new toothpaste from Colgate promises to solve that for you.”
A striking integrated 360 degree campaign encompassing TV, online, print, outdoor and point-of-purchase will showcase “Nimbu aur Namak ki Shakti” across the country to support the launch.
About Colgate-Palmolive (India) Limited
Colgate-Palmolive (India) Limited is India’s leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder, toothbrushes and mouthwashes under the “Colgate” brand, as well as a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. These have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the ‘Palmolive’ brand name. Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 and in 2011 and 2012 by Brand Equity’s Most Trusted Brand Survey. It is the only brand to be in the top three from 2001-2012. For more information about Colgate’s business and products, please visit www.colgate.co.in