Annual & ESG Report 2023-2024

Outperform

By organizing our R&D endeavors and optimizing our processes, products, and value proposition, we are driving outperformance across our portfolio.

Awards

  • Colgate Strong Teeth recognised at e4M Primetime Awards 2023 for Best use of TV to re/launch a brand.
  • Colgate MaxFresh won e4m Neons OOH Awards 2024 for Best Location - Based Campaign.
  • The Sweet Truth campaign won the Silver at Clio Advertising Awards 2024 and Bronze at Spikes Asia 2024 Advertising Awards under healthcare.
  • Colgate Visible White O2’s #SmileOutLoud won the EMVIES 2024 Gold Award for Best Media strategy - Consumer products: cosmetics, toiletries, personal hygiene Category.
  • Colgate Visible White O2 campaign became the Bigger Screen, Bigger Impact – Gold winner at the YouTube Works Award 2023.
  • Colgate Visible White O2’s #SmileOutLoud won the ETTrendies Awards 2024 in the FMCG - Personal Care.
  • Colgate Visible White O2 occasion led gamified personalized communications won the Silver under the Most Effective Email Campaign at the Maddies Awards 2023 and Bronze at the Brand Equity Economics Time Martech Award 2023.
  • Colgate Visible White 02’s #SmileOutLoud won Impact Digital Influencer Awards 2023 for Best Use of Instagram and FMCG Personal Care: Best Multi Influencer Campaign.
  • Mouth Audit won Golden Key Award for Best Data Collection Innovation by the Market Research Society of India (MRSI).
 

Adding Freshness to MaxFresh

In 2023, we launched a mission to revitalize MaxFresh, one of our flagship toothpastes.

Our team collaborated with our international R&D experts to create a unique, differentiated product experience. A new, inhouse, proprietary technology was introduced that helped to deliver 10X longer lasting cooling* for intense freshness. The packaging was revamped as well to bring alive our unique cooling crystals and offer a differentiated look to the pack. We also introduced stand up caps to further premiumise the offering.

This was accompanied by a refreshing new communication that brings alive our brand promise of "Intense freshness that prevents morning goofups" with the tagline of "Neend Bhagao, Taazgi Jagao".

Through a combination of consumer insights, technological innovation, and strategic branding, MaxFresh saw a strong positive momentum in business growth and brand health metrics.**

* Vs a regular flouride toothpaste
** Kantar Brand Health 2023 - 24

 
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