Colgate partners with KBC 18 to promote nighttime brushing
Colgate-Palmolive India will use 100 unique Amitabh Bachchan sign-offs during Kaun Banega Crorepati Season 18 to encourage nighttime brushing and build oral-health awareness among the show’s family audience.
What happened
Colgate-Palmolive (India) Limited · Colgate-Palmolive India has partnered with Kaun Banega Crorepati Season 18 to promote nighttime brushing through 100 episode
Key facts
- KBC Season 18
- 9 out of 10 Indians suffer from oral health issues
- Nighttime brushing can reduce cavity risk by 50%
- 100 unique episode sign-offs
Why this matters
For potential partners, Colgate demonstrates the value of embedding health-behavior messaging into premium entertainment IP, creating opportunities around scalable content, endorsements, and consumer education.
What to watch
- Colgate India volume growth and market-share movement during and immediately after the KBC season.
- Search, social and retailer-query growth for nighttime brushing, cavity protection and Colgate oral-health products.
- Coupon/QR engagement rates and repeat participation in any brushing-reminder program.
- Competitor launches or media campaigns explicitly centered on night brushing, cavities or family oral health.
- Evidence of higher premium toothpaste mix, household penetration or purchase frequency in urban and mass-market channels.
- Link TV sign-offs to QR-led brushing reminders, family challenges and retailer coupons to convert recall into repeat behavior.
- Use KBC audience reach to segment follow-up messaging for children, parents and older consumers with distinct oral-health needs.
- Push nighttime-specific bundles and adjacent products through modern trade, e-commerce and chemists during the broadcast window.
- Measure incremental evening toothpaste usage, not only ad recall, using panel data, retailer sell-out and digital redemption.
- Extend the platform through dentists, schools and regional-language content after the KBC season to sustain the habit cue.