KEEP INDIA SMILING and OHM

Colgate-Palmolives strong culture of collaboration, inclusion and excellence is rooted in our

core values of Caring, Global Teamwork and Continuous Improvement. Reflected in the trusted
quality of our products and the solid reputation of our company, these values are also at the
heart of our dedication towards contributing to the communities where we live and work.

Colgate India strives to protect and nurture a billion smiles. With this in mind, the Keep India
Smiling initiative was born. Under this umbrella, we seek to come up with new and diverse
campaigns that would help us bring a smile on every face, capture that smile and protect it.

The launch of Oral Health Month (OHM) in 2004 was the starting point. It was an awareness
campaign aimed at promoting the importance of good oral hygiene and regular dental check-
ups. Spanning two months October and November - OHM focused on educating consumers
and offered free dental check-ups across the country. The program was further strengthened
with the introduction of Mobile Vans to service under privileged areas. It also made oral care
check-ups more accessible and helped break any in-clinic fears that people may harbor.

Other initiatives under the Keep India Smiling umbrella today include school contact
programs, free dental check-ups in mobile dental vans, retailers outreach program and
community outreach initiative. In our estimate, in the FY 2015-16, almost 60 lakh people have
benefited from this campaign across geographies.

In 2015, the biggest challenge we faced was how to go beyond the functional messaging of the
campaign. The aim was to bring Keep India Smiling closer to the hearts of customers.

There is an untold story behind every smile. As part of our 2015 campaign, we made an effort
to document these stories - what made people happy, what made their day and what was the
secret behind that upward curve across their lips. Hence, the idea was to build an emotional
connect with our customers on a large scale- by capturing real life smile stories of real people
and by bringing them to life.
Below are few of our smile stories from Keep India Smiling Campaign 2015:

1. In the beginning, I used to hate school. I get very shy around new people, so meeting so
many new kids used to make me nervous. But now Im okay. Whenever I meet someone
new, I smile at them. It makes me less nervous and they also start liking me.

2. I always wanted to be a hero. I wanted people to clap when I came on screen. Sometimes, I
sing while Im rowing my boat and my passengers clap for me. I feel you always get what
you want, even if its not exactly the same.
 KEEP INDIA SMILING CONTEST BRIEF

What to do?

Using the above information, design a Facebook post for our Keep India Smiling
Campaign 2016. The Facebook post shall consist of a Smile Image along with a short
description of the story behind the smile.

The smile images should only be pictorial representations without any text inside
The post descriptions should not exceed 50 words
Both the Smile Image and the Smile Story are equally critical. The smile stories must
be broad-based to be able to cover all strata and age groups

A couple of smile images along with smile stories have been shared above for your
reference.

Insight:

All of us have a story behind our smiles - which are as fascinating as the smile itself.

Campaign objective:

Strengthen Colgates emotional connect with consumers. Reinforce amongst consumers

that Colgate is working towards nurturing and protecting their smiles for a healthy
future.

Submission Details:

Design your entries and send them to recruitment_cpindia@colpal.com with the

Subject Line as: Keep India Smiling_Team Name
Put the names of the team members, email IDs, contact number and name of the
college as the body of the email

The top 3 entries will be uploaded on our Colgate Palmolive India Careers page and
the one garnering the maximum likes shall win.
Rewards:
Winners: Apple Watches worth Rs. 59,000
Runners-up team: Kindles worth Rs. 27,000|Second Runners-up: Speakers worth Rs.
14,000

Last day for submission of your entry: 15th August, 2016, 23:59:59

Great entries stand a chance of becoming a part of the Keep India Smiling 2016
IMC campaign!!

Rules:

1. Each team shall consist of 2 members and each team may submit only one solution
2. Students cannot be a part of more than one team
3. The contest is open to students of both the first and the second year
4. Kindly note that the top 3 teams shall have to share approval from the person
whose photo is used/owner of the image. Attached is a copy of the declaration for
the same

If you have any queries, feel free to reach out to us at recruitment_cpindia@colpal.com.

ALL THE BEST!!