Colgate-Palmolive (India) Limited, the market leader in oral care, today announced the commencement of the Colgate Scholarship offer. Launched with an aim to reach out to consumers, not only to educate them about basic oral care habits but also to support them in their educational endeavors through scholarships, the offer is one more initiative by Colgate towards its mission of generating oral care awareness and raising oral hygiene levels in the country.

A scholarship offer, which was introduced last year, received an overwhelming response in its first edition with over 130,000 entries, of which 150 lucky consumers were awarded the scholarships. Designed to enable consumers to learn the 5 simple oral care tips and provide an opportunity to earn scholarships worth Rs.10,000/- each, the offer has doubled its scope this year as 300 consumers will be awarded the scholarships.

Mr. Rajesh Krishnamurthy, VP Marketing, Colgate-Palmolive (India) Limited said, “Colgate has always been committed and at the forefront of raising oral care awareness in the country. We have been working ceaselessly towards our commitment through programs like Bright Smiles, Bright FuturesTM. Colgate partners with the Indian Dental Association to reach out to 10 million children through primary schools spreading the message of basic oral care hygiene through this program. The Colgate Scholarship offer leverages the equity of all the efforts undertaken by Colgate to take the awareness drive further. It engages with the consumers directly to educate them about good oral care and its importance to overall health.”

To participate in the offer, consumers have to learn the 5 simple oral care tips which are available on the Colgate Dental Cream & select Colgate toothbrush packs. The tips are also available on the Colgate website: www.colgate.co.in. Once the consumers learn these tips, they have to answer a simple question given on the pack and SMS ´Colgate‘ followed by the correct answer option to +91 99022 99022. 300 participants who answer correctly will get the opportunity to earn scholarships worth Rs 10,000/- each. Apart from the chance to win a scholarship, the participants also have an opportunity to get free weekly oral health SMS alerts for one month. The offer runs across India from May 1, 2010 through July 31, 2010.

As part of the campaign, mobile dental vans will be plying in select towns across the country in underprivileged areas, spreading oral care awareness. ´Dr Rabbit‘s World Tour‘, an animated educational video will be aired as part of the mobile dental van trail creating awareness about oral care and engaging with the children to help them imbibe the oral care message.

About Colgate-Palmolive (India) Limited

Colgate-Palmolive (India) Limited is India‘s leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder and toothbrushes under the “Colgate” brand, as well as a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. These have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the ´Palmolive‘ brand name. Colgate has been ranked as India‘s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 by Brand Equity‘s Most Trusted Brand Survey. It is the only brand to be in the top three since the survey commenced in 2001. Prior to this, Colgate was also rated as the #1 brand by the A&M MODE Annual Survey for India‘s Top Brands for eight out of nine years during the period 1992 to 2001. For more information about Colgate‘s business and products, visit the Company‘s website on the internet at www.colgate.co.in.

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