Creative Brief

Client: Mr. Aravind Chintamani Position of Client: Vice president marketing

Coalgate
Company Name: Coalgate Palmolive Date of issue: 15/06/2022
*We could not get a meet with the leadership of the Coalgate Palmolive; this is hypothetical if at all we had the privilege
to meet the leadership team it would be Mr. Aravind Chintamani

Background: Coalgate toothpowder was invented in the year 1949 by Coalgate Palmolive. It is one
of the finest toothpowders which was once appealing to Indian customers known for its product
attributes as one and only soft toothpowder which has sweet taste and gives fresh breath but now has
lost a significant market share during the last generation. The marketing and promotion decisions of
the executives towards the product from the parent company seems to convey that they are waiting
for the products painful death since they see no bright future of the product so they are channelizing
the energy in producing innovative products one of the p example is electric tooth brush , one of the
prime reason is shift in consumer oral care product from tooth powder to tooth brushes so the
company rather than reviving the product is trying to brand recall the loyal customers .
Objective: The project deliverables will be to build a proper brand communication strategy to show
case the original presence of Coalgate toothpowder and to revive the brand by promoting the old
soft, sweet, smooth Coalgate tooth powder.
Promise: We are offering a proper brand overview, reason for current fall outs of brand performance,
a proper brand communication strategy to clear the clouds for Coalgate toothpowder
Support for Promise:

 The lack in the side of supply is pretty evident from our initial market research which shows
that people are redy to buy the toothpowder but they are not much exposed the product. The
D-mart keeps five to six toothpowder boxes among hundreds of toothpaste products, the
survey made by us and some of the personnel interview suggests the customers are
influenced by the same company itself to make shift in the consumption of the oral product.
 We have formulated a survey to determine top of the mind recall for all the traditional
taglines and found out that “khdura nahi aur dant majboot” tagline has the highest
retention ratio. (around 70 % could recall Sunil Shetty as the brand ambassador of
Coalgate toothpowder)

Key deliverables:
Short-term goals:
Actions: Due Date:
Formulating and updating a proper Instagram page 18th-20th June 2022
Relaunching ‘Khadara nahi aur dant majboot’ through 21st June 2022
social media (fb/twitter/LinkedIn)
Printing ad on front page of Times of India 22nd June 2022
Launching TV commercials of old ad 22nd June 2022
Trend “Vo din yaad he kya jab sab Shuddha hota tha” 23rd June 2022
campaign on all social handles (newly suggested)

Long term goals:

 Characterization of Coalgate toothpowder: Coalgate toothpowder is famous for its soft and
smooth texture and its taste and color. In long term (2-3 months) after getting responses from
the above activities we can work upon characterization of Coalgate toothpowder to
commoner. Instead of TV commercials we can place the ads inside certain programmes where
we will be positioned Oral product which cleans germs and prevents cavity and is devoid of
harmful chemicals.
 Creative Brief

Budget analysis:
I have calculated the rough overall estimation on each head of spending for each of the activity.
Activity Name Estimated Budget
Formulating and updating a proper Instagram page 50,000
Relaunching ‘Khadara nahi aur dant majboot’’ through 2,50,000
social media (fb/twitter/LinkedIn)
Printing ad on front page of Times of India 1,00,000,000
Launching TV commercials of old ad 5,00,00,000
Trend “Vo din yaad he kya jab sab Shuddha hota tha” campaign 2,50,000
on all social handles (newly suggested)
*The figures given in the above table is indicative and subjective estimation. After proper structuring of the advertisement
and process formulation actual cost will be shared.

Name – Kaustuv
Rath Group – A5
(ASP) Roll.no –
P41024