Colgate Palmolive company has always been the leader in the oral care segment of the FMCG market. In response to the market forces it introduced toothpastes containing herbal and natural ingredients. Its recent launch of Colgate diabetics advance ayurvedic solution targets a market size of 40 million diabetics in India. Interestingly there is no TVC about this new introduction. My first touch point was at the Pharmacy when my medicines were dispensed in a ‘paper- cover’ sponsored by Colgate informing us about the new toothpaste. This triggered me to check out their website and learnt that it is a toothpaste created with diabetes experts containing four ingredients Madhunashini, Neem, Jamun and Amla. Madhunashini is known for its wound healing properties and also helps treat caries. Neem is known for its anti-germ actions. Jamun is known for its astringent benefits. Amla is known for its anti-aging and antioxidant properties. What does brushing have to do with diabetics? With diabetes, one’s gums are more prone to infections. And these infections can make diabetes management difficult. Colgate thus got together with diabetes experts and formulated this special ayurvedic toothpaste that targets infection causing anaerobic bacteria. Now diabetics can prevent gum infection with Colgate diabetics advance ayurvedic solution . After having visited their website, I was targeted to another touch point on my mobile devise which had a ‘call-to-action’ to fill up a form to receive a free sample of Colgate Diabetics. Why wait for the sample, I told myself, and I’m already liking the taste of it.