By: M4G Bureau
Last updated : February 23, 2019 1:44 pm
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.
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.