TME and Colgate Palmolive India part ways

The development comes in the wake of the impending global consolidation of Colgate Palmolive with MEC

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.

TME and Colgate Palmolive India part ways

Divya Radhakrishnan, president, TME says in an official communiqué, "It has been a great journey and we are proud of our association with Colgate Palmolive," adding that to be able to retain the business for six years after the global alignment with another agency is a tribute to the work that the team at TME has done over the years. "Global realignments are a modern reality and it's a pity that a great partnership has to end due to matters beyond our control," Radhakrishnan adds.

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.

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