What can make brushing your teeth an exciting affair? How about reading comics while you’re at it? Colgate’s new limited-edition toothpaste tries to do just that.
Start your day with amusing comics based on the Thirukkural . Each comic is brought to life by vibrant characters and humorous storylines which introduce consumers to verses from the classic Tamil text.
Colgate has launched this initiative to create a cultural awareness among its consumers. M Chandasekar, Executive Vice President (Customer Development, Colgate Palmolive India) says, “When we learnt that our Tamil consumers have a strong sense of pride in their culture and passing this on to their children is a priority for them, we found the need to further this cause in our own way.” At a media event held in the city, Bharti Bhaskar, Suki Sivam, Pattimandram Raja and Chandrasekar started a dialogue on the importance of spreading appreciation for a prominent cultural text.
Childhood memories
When asked how he was introduced to the text Sivam says, “If someone chases you all your life how can you forget him? Thiruvalluvar and Thirukkural have been taught to me right from my childhood days.” He narrates an anecdote, “A teacher in school gave us a short-cut to get better marks. If we learnt two lines from the Thirukkural and wrote it down in our exam paper, we’d get two marks. Which child wouldn’t want to take such an easy way out?”
As part of this initiative, a Thiruvalluvar Tribute Truck will tour 10 cities on a 20-day journey which ends at Kanyakumari, home to the Thiruvalluvar Statue.
