 Right, now we are going to move ahead to an evergreen brand which has been part of our lives since most of our childhood. It is truly an honour to invite our next speaker on stage who is going to talk that how Colgate has been keeping up as being India's most trusted brand and I would like to call on stage Mr. Arvind Chintamani, VP Marketing, Colgate, Parmoliv, India Limited. Hi guys. That was wonderful, Sushant, we've inspired a lot from the Jaggery campaign, you guys did stuff ahead of the time and you've led the way on many counts and Shashwath as well. Terrific stuff from Airtel on, you know something so challenging, I was listening to Shashwath and thinking you know if calls are dropping and data is growing at 300%, you know the solution is to build a tower, if you get bad breath all you need to do is brush your teeth and I was feeling so relieved about the category I'm in but you know I've it's a privilege to represent a brand that I've been a part of on a journey for the last 20 years you know across a few countries and disciplines etc and to talk about topic on trust that you know you don't learn at business school and there is no formula for it and somehow this brand that you know we're all a part of the journey has done an incredible job of building over time across scale that is absolutely incredible and a few numbers just to get a sense of the scale that we're talking about Colgate happens to be the most used brand in the world if you just count the number of homes that buy a Colgate product upwards of 60% in the world but in India the numbers even most staggering almost 90% of this country buys a Colgate toothpaste every year right we're pretty much talking about everyone interacting with this brand it is the most chosen brand across every single state which is a lot of different food a lot of different tastes a lot of different languages a lot of different gender relations you know politics infrastructure etc a lot of variety it's the most chosen brand in the rural parts of the country in the sambal pores of the world the south delis of the world you know again very different economics etc every age group you know whether you're an infant milk teeth getting into permanent treat or a rebellious teenager looking for something more interesting than a boring toothpaste or you know families looking to provide for you know foundational oral care support to their children or as you get older and you know your gums get inflamed easily or your teeth start hurting or they eventually hopefully you know you lose a few etc it is chosen across the most chosen across every age group and across different socio-economic classifications and that is not easy how do you over such a long period of time continue to remain trusted and chosen consistently across a variety of preferences and types of people etc how do you you know retain this incredible amount of trust it is quite boggling even for us as we you know sit inside the building we don't plan to build trust on an everyday basis so you know this is not a presentation I've made before it's not very complicated it's just you know sitting and looking at what the brand the organization has done well over a period of time and you know trust we keep saying hard to build easy to break like someone said you know it's like a mirror if it breaks you can fix it but there's always a crack in it and so we respect it we very deeply understand you know that once harmed this is hard to get back and so we do things a little more carefully perhaps as a result of that and if I were to just boil it down to three things which I've tried to do that Colgate as a brand has done well over time it would be speaking to culture well changing as culture changes and changing as business requirements change while remaining consistent on some very core things starting with culture you need to understand culture and then you need to act on it and then you need to change with it right so culture is easy to say and hard to do when you're talking to every age group every sec in every town class for a billion people in the country so I have a few ads will you know just look at them starting with this first one from sometime in the 90s you know you should enjoy this one you see as the sound comes on you know the expressions of women at that time and you know what they wanted from you know the marriage as far as it came to fresh breath there's no sound I bet it wasn't easy to put that on screen whenever it happened right talking to your neighbor about your husband's bad breath but revolutionary and you know one of the most successful ads for Colgate in that period and it came I guess I wasn't there but from understanding what you could say as a brand and what people and you know relationships were at that point in time you know heading to the early part of the new millennium and you know there was always a dentist the dentist always sat at a particular angle at the desk he always looked a certain way he always picked up the toothpaste a certain angle etc etc and then you know whoever did this on the brand you know did this and let's watch that yeah my dad he had an test so an authority figure you know hard to reach always a little distant always knows more than me I should be scared of suddenly became the parent right a subtle shift but a clear understanding again of what authority meant and how the brand needed to become a little closer to the consumer and humanize the doctor into the parent and again was extremely successful in this period subtle not realized but this is where culture becomes hard and then this is not very distant this campaign ran you know I would say 2013 to 17 this is one of the ads and I'll speak to it after and it's about the mother and her code concerned mother but to concern mother mother Mirko cavities card are a mother who sits across from the dentist a little scared right felt right when we were doing it at that point in time but as the country changed and women became you know more confident and we started understanding things a little better you know the internet was available mother who was ambitious yes but not so confident didn't feel right anymore right worked at a point in time but the country and society and you know relationships keep evolving and then we changed and let's watch this one and just think about the mother and her attitude her confident mother who you know realizes the kid is in some sort of trouble but just sits there and nods and smiles because she believes that the inner strength in her kid will take her through not so much the concerned mother right subtle but a definite shift in how we have portrayed you know our society and our consumer and our families in generations of advertising on the brand and that reflects the understanding of culture and then evolving with culture right that was the first oh there's one more yeah this is let's just see this one and again speaking to you know changing yeah and this is sort of you know the latest in the line of where we're seeing how the brand should be speaking in culture and you know it's a step forward there is no toothpaste there is no dentist right and you heard that from Shishan previously take some doing for a brand and I think that's what's held Colgate and good stead from a cultural point of view in changing with culture so that was the first of the seas the second is has been the ability of the brand of the organization to change and pivot as required we are humans constantly changing just a few examples you know a beloved category in the country used to be a wonderful profitable business for us the tooth powder business very consciously pivoted as we started selling affordable toothpaste giving away a toothbrush free with it millions and millions of them to shift the consumer away from you know older habits into newer more modern formats not easy when you're sitting on profitable sources of revenue right a deliberate conscious change we got attacked multiple times by competitors as an organization there were a lot of me too is red and white copycat minty sweet toothpaste and you know there came a point when we had to choose which brands to fight these battles with we could have chosen our flagship Colgate red brand but the choice was made to take Sibacca a brand we'd acquired a while back and use it as our value flanker and it was a roaring success it not only made Sibacca into a very strong brand in parts of the country continues to be so it fought off competition but it also did not expose the Colgate red brand to you know low-cost purely value-oriented you know businesses and competition leading trends you know this launched in 2005 we're talking a lot of naturals right now but this was way ahead of the time a time when I was there when this happened you know every time we're sitting in the present we think that all the change is happening now I remember having conversations in 2005 on this and we felt all the change was happening then and we talked about talked about tradition is being repackaged you know naturals is getting modernized and all that stuff went in and this happened 13 years back iconic brand super successful in parts of the country the number one toothpaste a choice made before things had actually happened right leading trends launch of whitening toothpaste into the country as we started seeing that people were getting more cosmetically oriented and how you looked had a material impact on your life there was an openness to it we came in with the idea of you know whitening toothpaste so changing by leading and changing by responding right a massive wave of Ayurveda in the country you know Colgate without obvious product in the portfolio on that front a very quick response and now with the weight shabti brand one of the most successful launches that we've ever had and responding as much as pre-empting and the humility to change and accept and learn and do an essential part of the change fabric of the brand that builds trust you know innovating formats as we realized you know the first thing people do when they have pain in their teeth is popper analgesic that continues to be the first recourse for people right and there are better ways there are more direct targeted ways and we launched into formats that heal dental pain and again just taking one example of leading change before it's happened they're getting into the power to brush category talking about how you can do brushing better more strokes per minute etc so rushing through it so I keep the time but that was on change and the first part was on culture and understanding it the second part was the flexibility to pivot to preempt and to react and the third piece is perhaps the hardest and you know the brand's done a great job of this is consistency and I'll just use one example and I'll run through with it Colgate has a belief you know as all organizations do and at the heart of the brand we say that everyone deserves a future they can smile about everyone and I spoke to the scale that the brand speaks to and future to smile about i.e. optimism right we believe at the core of the brand is a voice of optimism and what's a great expression of optimism and feeling positive a smile and what we've done is put a smile at the heart of everything and and the good thing that the brand has always done is consistently execute against one simple human emotion we put it at the heart of our logo not an easy thing to do right we've changed our tagline and now we say in the not too optimism and a being a voice and an encouragement to thinking positively smile karo or shuru ho jao we've changed our packs in case you haven't noticed that's a smile in case you hadn't noticed but our packs have now got a smile on them right we've taken it and put it everywhere in our communication wherever it matters not just in what you hear and what you see in the story as well and we are you know speaking increasingly to the idea of optimism we'll watch a video you know we've got multiple of these going out as we speak but let's see one of them and many other stories of optimism and of course we've taken it on the ground the smile you know in dealer boards across the country this is in Vikram Jyoth the Santosh Kirana store where we've put the proprietor Santosh here and says Santoshi Kimuskan Vikram Jyoth Kishan and you know it's only when you go across touch points consistently consistently with a message do you get it this is a wall painting in the village Parana where you know we're encouraging the village to smile muskurate the hoparana and so on in 20,000 villages across the country the message is identical it goes on to activations integrations whether are you know they are reality TV shows where you know things are getting started or you know the festival of cricket where customized smile messages for every team were put out you know the consistency across communication and the last thing I'll leave you with is you know Shushan spoke about this as well no longer enough to communicate never was I believe you know we have been doing a lot of work on the ground and now under the keep India smiling mission the launch of a keep India smiling scholarship which encourages people to apply and get support and mentorship from people like Mary com you know to make futures that they believe in and they're finding it hard to and a lot of help being provided we've been doing stuff consistently the bright smiles bright futures from since 1976 consistency of 160 million people touched already the oral help month since 2004 without a break 40 million dental checkups etc etc you know long running programs against a common common objective and I'm overtime so we'll skip the video but that was my story and Colgate in a Jiffy on how trust across scales which are incredible take a lot of doing but at the heart of it culture changing consistency for us are the primary three things thank you thank you thank you so much well I'm sure that each and everyone in the audience surely smiled at least once during your presentation well I would like to invite Mr. Ravi Varma the branch head North sales from the Group to please come and present the token of gratitude