Unilever's Indian toothpaste spurs Colgate

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BOMBAY - Colgate-Palmolive Co. has responded to Hindustan Lever's recent launch of AIM, a toothpaste 40% cheaper than rival brands, by extending its popular Cibaca line with the launch of All New Colgate-Cibaca Top.

Both brands look to convert rural users. It's estimated that more than 44% of residents of rural households still brush their teeth with charcoal, ash, salt and the like.

Colgate will support its new economy brand with advertising from Rediffusion-DYR, Bombay. The campaign will include TV and radio, plus rural advertising methods such as wall paintings, van advertising and sampling at village fairs.

Copyright August 2000, Crain Communications Inc.

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