In recent years, consumer brands in Pakistan have built up their brand equity by associating their brands with worthy causes and messages. Surf Excel with its Daag tou achay hotay hain tagline coupled with visual images of children getting dirty/messy in order to help someone is one such brand.
More recently, Nestle touched upon the message of inclusion towards those differently-abled with its Blue Band campaign Achai Barhney Do.
Promoting brands and messages via kids is also a sure-fire way of growing brand equity. And it is refreshing to see these brands rallying less around their products and more around social messages. A consumer brand which has taken this ‘social development’ to the next level is Colgate with its ‘Scholarship Offer’ for students up to 21 years of age. The brand has been working toward this goal for years it seems with its ‘Bright Smiles, Bright Futures’ programme whereby the company partners with the Pakistan Dental Association to spread oral health awareness among school children through videos and interactive activities in schools. More than 7 million school children in over 2 million schools have benefited from this programme in Pakistan.
What is the scholarship offer?
With the education scholarship offer, the brand seems to make another contribution toward the development of children in Pakistan. Under this programme Colgate is offering students up to the age of 21 years the chance to win Rs. 5,000, Rs. 10,000 or Rs. 100,000 as financial support for their education. The offer which is valid from 19th February to 31st May, 2018 entitles each winner to only one scholarship prize and out of all the entries the company will receive, they will select a total of 301 winners – four winners for the Rs. 100,000 scholarship, 100 winners for the Rs. 10,000 scholarship and 197 winners for the Rs. 5,000 scholarship.
How can you participate?
Participating in the scholarship offer is fairly easy. Those interested can give a free missed call on the number 0320-COLGATE (0320-2654283) which is printed on the Colgate Maximum Cavity Protection toothpaste and Colgate Herbal toothpaste packs, as well as communicated via TV commercials. The caller will get a call back on his/her number and will be asked to select an Interactive Voice Response System (IVRS) option to answer a question and enter participant information. All those who make a call during the scholarship offer period will get an opportunity to participate in the offer according to the terms and conditions.
How will winners be selected?
Winners will be selected via random sampling by computer and after selection of winners, Colgate will verify the information given by them at the time of entry into the offer. Once the information is verified, the scholarship amount will be paid by account payee cheque to the winner’s parents/guardian if the child does not have a bank account and in cases where the child has a valid bank account, the cheque will be issued in the child’s name. The scholarship amount cannot be exchanged for cash or gifts or other purposes.
Please read all the terms and conditions for the scholarship offer here.
Six winners – two boys and four girls – hailing from Karachi, Gujranwala, Lahore and Islamabad have already been announced on the company’s website. Two of them have won scholarships in the amount of Rs. 100,000 while four have won Rs. 10,000 each. So, there are still 295 prizes left. Call now or let someone who is need of such an offer know about the Colgate Scholarship Offer 2018!
Kudos to the company for introducing this initiative to further the cause of education in Pakistan and congratulations to all the winners who will benefit from this offer!