Colgate-Palmolive’s ‘suraksha’drive at Kumbh Mela
By M4G Bureau - February 22, 2019
The brand has kicked off various initiatives including wrist bands, ropes and awareness drive
The completely localised campaign is aimed at all-round protection to pilgrims through a range of Kumbh specific activities and utility elements. These include teeth brushing stations, awareness drive on oral hygiene, free, large-scale sampling of Colgate Vedshakti, Suraksha wristbands for children to wear or write on their contact details during emergencies and Sampoorna Suraksha ropes for big groups and families to ensure that they walk together without getting lost in the crowd. Colgate reportedly aims to touch one in every five pilgrims at the mela through this campaign.
Issam Bachaalani, Managing Director, Colgate-Palmolive (India) Limited said, speaking about the campaign, “At Colgate, we consistently work towards providing superior oral care and protection to all Indians, and towards caring for our communities. The Kumbh Mela gives us an opportunity to achieve both these objectives with our key target segments at an unprecedented scale.“
“Our theme at the Kumbh is ‘Complete Protection or Sampoorna Suraksha’, as part of which we are offering millions of visitors free samples of Colgate Vedshakti toothpaste. But that’s not all - we are also extending to our consumers ways and means to ensure complete safety of their families, through the Suraksha ropes - for families to walk together, and suraksha wristbands - for children to have an emergency contact number on their wrist,” he added.
The Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se Sampoorna Suraksha campaign began at the start of the festival and has, according to the brand, already touched millions of pilgrims so far. Colgate Vedshakti’s hoardings can be seen all over the consumer touchpoints at Prayagraj, while the sampling activity is carried across the transit points - at 21 highway pit stops, 9 key railway junctions and several bus stations – and inside the main mela grounds including the akharas, rein-baseras, water point junctions and the Colgate Vedshakti branded brushing stations.