Afaqs: After taking care of Colgate Palmolive India for 25 years, TME, the media entity of the Rediffusion Y&R Group, has mutually agreed to part ways with the brand following a global alignment.
MEC (Mediaedge:cia) which has been handling the media duties for Colgate Palmolive worldwide since 2004 with India as an exception, will now also take over the media duties in India owing to the new contractual terms coming into effect in 2010.
Divya Radhakrishnan, president, TME confirmed the news in an official communiqué saying, “It has been a great journey and we are proud of our association with Colgate Palmolive. Global realignments are a modern reality and it’s a pity that a great partnership has to end due to matters beyond our control.”
Colgate Palmolive’s product portfolio in India includes oral care (toothpastes, toothbrushes, toothpowder, whitening products and mouthwash), personal care (body wash, liquid hand wash, shaving cream, skin care and hair care), household care (Axion dish washing paste) and a ‘From the Dentist’ range, which includes gingivitis treatment, sensitivity treatment, tooth whitening, fluoride therapy, mouth ulcer treatment and speciality cleaning.