Post lockdown, barring words like unprecedented and lockdown, the word Purpose has been coming up in various conversations a lot. It is in the face of crisis, that we realize the importance of things that make us more humane. Below I have researched upon a brand which is the market leader in its category and have analyzed its purpose-driven actions.
In India, the word toothpaste is synonymous to Colgate. Colgate (Palmolive) is an 83-year-old brand which has found a consistent spot in Indian grocery list since ages. The brand has garnered trust from Indian consumers, and Dental practitioners in India along with always staying on top of the Most Trusted Brands (MTB) India list. The reason why Indians trust this brand is because of its purpose-driven communication, and brand innovations.
Though originally Colgate was a USA based brand, it started its manufacturing units in Gujarat and has catered to the indigenous Indian values by making products like Colgate Cibaca Ved Shakti and Colgate Pain Out, which use Ayurvedic remedy techniques. Its campaign called Oral Health Month now running for 13 years in partnership with the Indian Dental Association (IDA) has aided the brand in gaining the attention and trust of people since long as the brand reflects oral hygiene by involving key players of the Dental space.
Being committed to a purpose does translate into success in the long term.
This blog post originally appeared on Sanika Newaskar’s blog: sanikanewaskar.medium.com
Sanika Newaskar
Sanika is a student of SCoRe. She’s graduated in Communication, English and Psychology from Christ University where she was Head Girl. She led a Model UN delegation to the US and was rewarded in many National level MUNs. She is also a freelancing Digital Marketer. Reading, debating, singing, and writing absorb her. She is a vehement feminist and runs a campaign on Instagram called the_pink_revolution. She can be reached at @SanikaNew on Twitter, and as Sanika Newaskar on LinkedIn.
