Colgate- leading market player in the Oral Care industry wanted to strengthen its position as Oral Health Expert amongst people in Odisha. Numerous competitors in the market play on market share in terms of price, availability, service and performance. Colgate rather than harping on the price factor focused on service and performance and hence came up with Calci Lock Technology and wanted to highlight its proposition of “Calci Lock Tooth against Cavity" in the state of Odisha
The key communication developed was "Karod Daant Calci Lock". We initiated the task of sampling toothpaste early morning during the brush hours for the TG to experience the product and feel the freshness. We came up with "Ghamashan Yudh" game for the villagers to reinforce how important it is to lock calcium in the tooth to protect it against cavity attack. We captured a group picture of the village audience and fabricated the same on a hoarding which was put up in the village saying 'Village X' has been Calci Locked. We put up a stall at the Puri on the auspicious occasion of Rath Yatra. Visibility was created with the help of mega gate arches, life size product cut outs, police barricades, way signage's and glow sign boards for the retailers.