TME, the media entity of the Rediffusion Y&R Group, has mutually agreed to part ways with Colgate Palmolive India following a global alignment. TME had been in charge of the brand in India for 25 years.
As is known, Colgate Palmolive had aligned its media duties worldwide with MEC (Mediaedge:cia) in 2004. However, India was the only country where TME had retained the media mandate until now, due to the kind of work carried out by the agency.
However, owing to the new contractual terms coming into effect in 2010, the alignment with MEC has been brought into effect this year in India as well.
For the record, Colgate Palmolive's product portfolio in India includes oral care (toothpastes, toothbrushes, toothpowder, whitening products and mouthwash), personal care (body wash, liquid hand wash, shaving cream, skin care and hair care), household care (Axion dish washing paste) and a 'From the Dentist' range, which includes gingivitis treatment, sensitivity treatment, tooth whitening, fluoride therapy, mouth ulcer treatment and speciality cleaning.