Colgate’s latest campaign for its annual Scholarship Program
The 10th edition of Colgate Scholarship Program comes alive with the ‘Real Winners, Real Stories’ campaign, showcasing how the program has benefitted Indian families/children in a small yet meaningful manner.
The Colgate Scholarship Program is an annual, limited-edition offer where the brand offers scholarships up to Rupees One Lakh each. In the 2018 edition, more than 500 children can win a scholarship from Colgate. And to ensure that there’s something valuable for every consumer, Colgate has partnered with BYJU’s – an education app, to provide a free one-month subscription of BYJU’s maths and science lessons with every Colgate Scholarship pack.
The Colgate Scholarship TVC, which went on air last week, gives the viewer a glimpse of the real life of the children/families that have benefitted from the program over the years and aims to inspire more children and their parents to participate in the program. A total of seven TVCs, depicting the stories of seven Scholarship winners from different regions have been used in the campaign this year. All of these are completely unscripted and shot without a storyboard, while relying heavily on the real conversations with these winners and their families at their houses.
Talking about the Colgate Scholarship Offer and the campaign, Arvind Chintamani, Director-Marketing, Colgate-Palmolive (India) Limited said, “The Colgate Scholarship Program has reached over 35 crore Indians across 100 cities, in the last 9 years. Our objective is not only to increase the number of scholarships every year but also to offer something meaningful to all Colgate consumers. Our partnership with BYJU’s (which started last year) is a testimony to that – over 9 lakh children availed the free BYJU’s audio/video lessons through the Colgate Scholarship packs and we hope to increase that number exponentially this year.”
Speaking about the campaign, Sanjay Sipahimalani, Creative Director, Red Fuse Communication says, “With the Colgate Scholarship Program, we’ve witnessed inspiring stories of people taking steps to fulfill their aspirations. Over the years, we realized that every scholarship winner has a unique story to tell; and the only way to do justice to their story was to let them narrate it, without a script or a storyboard. That is what makes this campaign unique, yet challenging. Real people, working towards real dreams.”
Real Winners, Real Stories campaign will be supported across all platforms to generate awareness and drive participation.
Colgate Scholarship offer is valid until 30th September 2018. Colgate aims to offer more than 500 scholarships of up to Rupees 1 lakh and free one-month of BYJU’s special courses. Last year there were nine lakh connections through the BYJU’s app based video content and audio tutorials. Till now, the program has reached more than 35 crores Indians, impacting their lives in a small yet meaningful way.
Creative Agency: Redfuse Communications
Creative Head: Sanjay Sipahimalani
Production House: Imped Productions
Director: Pratik Jain
Languages: 11 regional languages
Duration: 30 seconds and 1.30 minutes