Published on: August 24, 2026
Colgate-Palmolive India is increasingly prioritising digital platforms in its media strategy, with around 60% of its advertising expenditure now allocated to digital channels. The shift reflects changing consumer behaviour and the company’s efforts to strengthen engagement across online video, social media, creator platforms and other digital touchpoints.
The move comes as Colgate-Palmolive India increases investments behind its established brands while exploring opportunities across newer segments of the oral-care market. The company is focusing on category expansion, premiumisation and encouraging consumers to adopt products beyond conventional toothpaste and toothbrushes.
Digital’s growing share in Colgate’s media mix mirrors a broader transformation within India’s advertising ecosystem. With smartphone adoption, online video consumption and measurable media formats continuing to expand, digital has become an increasingly important channel for brands seeking targeted and performance-driven communication.
However, Colgate’s increased focus on digital does not signal a complete shift away from television. The company continues to leverage TV for broad-based reach, while digital platforms allow it to communicate with specific consumer groups and tailor messaging around individual oral-care needs.
The company’s heightened marketing focus comes as it seeks to expand consumer adoption of premium toothpastes, electric toothbrushes, mouthwashes and specialised oral-care solutions. By highlighting science, product efficacy and specific consumer concerns, Colgate is strengthening its communication strategy amid growing competition from established FMCG players and emerging digital-first personal-care brands.
Colgate-Palmolive India continues to maintain a strong presence in the country’s oral-care market through brands such as Colgate Strong Teeth, MaxFresh, Visible White and Sensitive.
The shift towards a predominantly digital media mix highlights how established FMCG companies are adapting their advertising strategies to combine the mass reach of traditional platforms with the targeting, personalisation and measurability offered by digital media.
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