An Event that Sparkled, Shone and Swept Everyone Off Their Teeth!

Marketing | February 8, 2017 | Guest Article

Colgate Work Ventures

Every day, millions of people trust their products to care for themselves and the ones they love. Ranked Number One - The Most Trusted Brand in India, across all categories, in the 2016 edition of The Economic Times Brand Equity Most Trusted Brands survey, conducted by Nielsen, for the 6th year in a row. Ranked at number 2 in 'The Top Brands in India' survey conducted by Market Xcel in collaboration with Brand Asia.  Amongst the Top 50 Brands at the Bottom of the Pyramid Category — by Pitch from exchange4media. When such a brand hosts an event, the potential is ripe. The prospects are solid. So towering is the standing, reputation and eminence of this brand. A brand that has held leadership position for almost 80 years of the Indian Oral Healthcare Market, a brand that is older than almost everyone who will read this article.

Dear readers, the Annual Sales Conference of Brand Colgate, CP India was held at Courtyard by Marriott in Mumbai in January.  I reported on time and walked in with my footwear swinging in my hand and there it was, a packed house. I was taken aback by the readiness quotient of the audience and was blown away by the decibel level in the room, even though it was my second time as host to them. And then I remembered, this was Colgate burst of freshness. The energy was bursting through the roof. I joked with the crew backstage, “Did the tooth fairy cast a zing spell on them?” Why am I going on and on about it. Because, an audience such as this one, comes once in a year. And though one is standing on a merciless 6 inches of tapered wood, one feels invigorated at the end of the day. That is the magic of Team Colgate.

If I could describe the event in one phrase, it would be, “What a roar!” And that is why the Lion’s roar reverberated in every element of the concept and design of the event.

The event kicked off with the theme-reveal. The first half of the day was spent reviewing the year gone by and the second half focussed on setting the agenda for the year to come. The employees also had fun staging zone-wise performances that were based on themes relevant to the workings at CP India. Proceedings were rounded off with some fun prizes post which all of us changed into our red party clothes to swing the night away with the melodious Neeti Mohan.

The event was managed this year by Work Ventures, a Mumbai based experiential agency who has worked with the brand many times before. The highlight of the event was the augmented reality Lion integrated into the launch of the theme of the event, walking out of the screen, into the audience. And on this day in January in Mumbai, the king reserved his mighty roar only for the mightiest of brands, Colgate, CP India.

Managed by Work Ventures, the highlight of the conference for Colgate was augmented reality Lion integrated into the launch of the theme of the event, walking out of the screen, into the audience.

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