Colgate Palmolive leveraged uninterrupted storytelling through Disney+ Hotstar’s long form ads achieving an exponential 1.8X uplift in online ad awareness

With close to an 18% share in the FMCG pie [1], dental care assumes an important position in the Indian retail landscape. According to a report by The Times of India [2], at Rs 15,000 crore, dental care is one of the most heavily penetrated categories in India. The market is fiercely competitive, serving as the perfect ground for innovations in the category.

The strength of a smile

Colgate stands for optimism, and celebrates this through its brand philosophy- ‘Smile Karo Aur Shuru ho Jao’. It is Colgate’s constant endeavour to inspire Indians with unique, inspirational stories of real-life heroes who champion this very philosophy.

From Anand Arnold, a wheelchair-confined bodybuilder, to Deepika Mhatre, a domestic help-turned-standup comedian, Colgate-Palmolive found heroes who have overcome adversities with the strength of a smile.

Deeper connect through uninterrupted storytelling

The brand created a 90-second micro-content to narrate these stories more meaningfully with its audience. Disney+ Hotstar’s long-form ad format (skippable at 55 seconds) enabled Colgate Palmolive to captivate its audience through compelling storytelling, uninterrupted.

To take the engagement to the next level, the brand customised the language of the creative according to the content during which the ad played. This led to higher resonance among Colgate Palmolive’s target audience in key markets.

Inspirational narrative leads to exponential uplifts in key brand metrics

Colgate-Palmolive’s narrative found a ready acceptance within its target audience. Here’s a look at the numbers:

Bringing Colgate-Palmolive’s strong narrative and Disney+ Hotstar’s long-form ad format proved to be a successful solution for the brand, thereby achieving some impressive numbers.

[1] https://www.financialexpress.com/industry/oral-care-the-ayurveda-revolution/1349093/ 

[2] https://timesofindia.indiatimes.com/business/india-business/niche-play-gives-teeth-to-toothpaste-sales/articleshow/79500338.cms

[3] https://www.livemint.com/companies/news/new-launches-direct-distribution-help-colgate-retain-market-share-says-report-11574937926412.html