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Colgate-Palmolive, one of world’s leading FMCG companies, has roped in Prime Minister Dr. Manmohan as the brand ambassador for its flagship product, Colgate toothpaste. The Prime Minister will feature in a series of advertisements showcasing the efficacy of the toothpaste in keeping out germs and dirt.
Dr. Singh, renowned for maintaining a squeaky clean image despite operating in an extremely murky environment, is an apt. choice for endorsing Colgate Toothpaste, feels marketing guru, Alok Padmashree, who conceived the idea. The move is also expected to arrest the decline in stock prices of Colgate ever since the Coalgate scam broke out.
“People link #Coalgate with Dr. Singh who is now commercially linked to Colgate. Our marketing research reveals that every time #colgate is uttered during public discourse, it triggers incremental sales of 10million colgate toothpaste units. We hope the PM gets a chance to speak on the floor of the House and pitch for both colgate and #coalgate,” said Colgate’s Vice President for marketing, Mr. Nikhil Bansal.
The R&D division of the FMCG giant is also elated because they have always wanted a doctor to endorse the brand.
Dr. Singh’s wife, Smt. Gurcharan Kaur, played a pivotal role in persuading her self-effacing husband to step into the lime-light and take a stand on Colgate. “Mannu’s been a Colgate user for many years now. He feels in addition to germs, it also washes the black soot that he has been exposed to during the entire allocation process and now from virulent Opposition attacks. So I told him to at least be candid about the choices he makes when it comes to personal hygiene as head of the household,” revealed Smt. Gurcharan.
According to her, he is not like other celebrities who don’t use the products they endorse. She added, “This advertisement is the only time I have seen him smiling in the last 2 years. Otherwise, he looks so sad and tired as if he is singlehandedly carrying the conscience of the 200 and odd MPS that have collectively delegated their conscience to him on his shoulders. Also, it’s after a long time that I have seen him opening his mouth on television and saying something from his heart by genuinely making eye contact with the viewers.”
The decision has worked wonders for Colgate, with the advertisement getting thumbs up from viewers throughout the country. Inspired by Colgate’s success, other companies have jumped onto the bandwagon of signing prominent political personalities to endorse their brands.
Youth icon Rahul Gandhi has been approached for endorsing Complan while Sushil Kumar Shinde, current Home Minister and former Power Minister, has been approached by Honda for endorsing back-up power generators.