Oral-care majors pump in a breath of freshness in marketing strategies

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Mumbai, Mar 12: Even as Colgate-Palmolive(India) Ltd is gearing up to launch a new communication package, Dabur India is fine tuning its marketing plans to promote its dental care brands in domestic markets. Meanwhile, Anchor Health & Beauty Care is tying up with modern retail formats to reach out to a wider target audience. With increasing competition, the Rs 2,200 crore Indian dental care sector will witness a lot of action in the next few months. “With diverse marketing strategy, dental care majors are now fighting tooth and nail to gain market share in the overcrowded category,” according to industry analysts.

On Dabur India’s strategy, Sunil Duggal, chief executive officer, Dabur India said: “We are increasing the capacity of our existing plants to meet the growing demands. We are planning to launch a new ad campaign for our brands too. We may consider celebrity endorsement route this year.” At present, Dabur India has two manufacturing facilities (for toothpastes) in Himachal Pradesh (Baddi).

Dabur India is also aggressive about its private label business (toothpastes) for overseas markets. “Our oral care brands Babool and Dabur Red are considered the fastest growing brands in India and is worth Rs 100 crore,” informed Duggal.

In a bid to sustain its leadership in the oral care sector, Colgate is getting ready to launch a brand new ad campaign very soon, informed industry sources. “Rediffusion DYR is now working on Colgate’s new campaign,” added sources. Currently, Colgate is beaming a high-voltage ad campaign for ‘Colgate Maxfresh’ featuring cine star Saif Ali Khan.

Across the road, Anchor Health & Beauty Care is in the process of rolling out an integrated marketing plan to promote its flagship band ‘Anchor White Toothpaste’ .On the company’s strategy, Atul Shah, joint managing director of Anchor Health said: “We have just appointed cine star Kajol to endorse our brand. With this move, we are adding a new dimension to our brand. We will soon launch a communication package which includes mass media ads and promotions.”