MUMBAI: Brand ambassador Saif Ali Khan features in a new campaign to promote Colgate-Palmolive’s new variant of the MaxFresh toothpaste – Colgate MaxFresh Citrus Blast.
An extensive 360 degree multi-media marketing programme is supporting the launch, including a new commercial that features Khan. Besides TV, radio and outdoor advertising, the Internet will also be leveraged to connect with consumers online through a refreshed Colgate MaxFresh website — www.maxfreshclub.com — that will capture the look and feel of the new Citrus Blast flavour giving surfers opportunity to download games, ring tones and wallpapers from the website.
According to Colgate-Palmolive (India) Limited executive vice president, marketing Vinay Hegde, sales have doubled since the company introduced Colgate MaxFresh a year ago. Khan has been the ambassador for the brand since.
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