Colgate celebrates Tamil culture and pays tribute to Thiruvalluvar
Colgate-Palmolive (India) Limited, the market leader in Oral Care, introduced a special, limited-edition of Colgate Active Salt toothpaste in Tamil Nadu. These packs have different Thirukkural-based stories printed inside the carton, as a mark of celebration of the local culture.
The new Colgate Active Salt pack was showcased at a media event in the city today. The event began with a discussion on cultural heritage and the significance of Thirukkurals today, by eminent speakers like Bharti Bhaskar, Suki Sivam and Pattimandram Raja, along with M.Chandrasekar, Executive Vice President, Customer Development, Colgate-Palmolive (India) Limited.
After the discussion, the Tribute Truck celebrating Thiruvalluvar’s Thirukkurals was flagged off from the venue. The truck called Colgate vazhangum valluvarin kuralai pottrum vaaganamwill travel across ten prominent towns in Tamil Nadu (Vellore, Pondicherry, Salem, Erode, Coimbatore, Tiruppur, Tiruchirappalli, Madurai, Tirunelveli) before ending its 20 days long journey at Kanyakumari – the place synonymous with the monumental stone sculpture of Thiruvalluvar. By answering simple questions around Thirukkural, consumers in each location will get a chance to win free CAS Thiruvalluvar pack – a small step to spread the teachings of the great philosopher, and reinforce with the new generation a simple guide on moral values.
Mr. M. Chandrasekar, Executive Vice President, Customer Development, Colgate-Palmolive (India) Limited, said, “We at Colgate continuously strive to engage with our consumers so we bring out only offerings that add value to their lives. We met our Tamil consumers and learnt that they have a strong sense of pride in their culture and passing this legacy on to their children is a priority for them. That’s why we designed the special edition Colgate Active Salt pack with Thirukkural stories. It is our modest attempt to bring the wealth of knowledge embedded in Thirukkurals closer to the new generation.”
Colgate Active Salt is Tamil Nadu’s No 1 Toothpaste brand. The new Colgate Active Salt packs are available across various retail formats at a variety of price points starting from a Rs. 10 pack to a Rs. 90 saver pack. These special edition packs are available until May 2018.
Colgate Active Salt was introduced in India in early 2005, as an everyday family toothpaste with the goodness of salt. Its unique formula fights germs, to make gums healthy and teeth strong. Its minty taste adds to the unique brushing experience.