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Colgate Strong Teeth
Colgate is a well-known toothpaste (Business Standard, n.d.). However, this chapter specifically refers to the Colgate Dental Cream Strong Teeth (CDC) proposition. CDC is the core brand of Colgate and is a popular version that had been marketed by the company much before several other variants were launched. CDC has also been revitalized a number of times over the years (Business Standard, n.d.; Colgate-Palmolive (India) Ltd, 2001; Malviya, 2018), making it a popular national brand. Since CDC is a brand that has been associated with calcium, strong teeth is a logical claim of the brand.
In an effort to revitalize the brand, there was an advertising campaign that involved the celebrity Deepika Padukone (see Colgate video ...
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