Says a spokesperson from HLL: ``As the company's main thrust is on the electronic media, our television campaign may break any day this week.'' Created by Ammirati Puris Lintas, the multi-media campaign includes a series of press advertisements, television commercials and outdoor media campaigns. Featuring 12 kids in different situations, the television commercials will be aired on the major channels such as Star Plus, Zee, Sony , DD1, DD2 and regional channels.

According to Prateek Srivastava, associate director, Lintas, the agency interviewed over ahundred young boys to select 12 models, who deliver the brand promise in the multi-crore ad campaign. ``Today, young kids are very intelligent. So, we chose to show bright kids making smart connections in our ads,'' adds Srivastava.

In May 1999, HLL opted for the relaunch route to add value and volume to its Pepsodent brand. According to the company spokesperson: ``In an effort to delight our consumers, we have added value to the brand -- at no extra cost. With a potent Germi-Check formula, the product is now far more effective.''According to the spokesperson, HLL always monitors the changing needs of its consumers and accordingly relaunches its products periodically to keep them relevant to consumers needs. ``In step with time and technology, we have upgraded the product to meet the changing needs of consumers,'' reasons the spokeperson. Pertinently, Colgate Palmolive too had added `Super Shakti' muscle to its flagship brand earlier.

As for the ad strategy, the agency has adopted a two-pronged approachto drive home the message. ``On an emotional level, we wanted our ad to reflect a progressive Indian family, where there is great pride in children being smart and intelligent,'' explains Srivastava. On a functional level, the agency has tried to show how the product is superior to other brands in the over-crowded category. ``With so many established players, we wanted to highlight the value-addition of the product in our ads,'' adds Srivatsava.

`Fights germs longer. Makes teeth stronger,' runs the new tagline of the ad campaign, that clearly defines the repositioning of the product in the cluttered category. ``As compared to normal toothpastes, here is a product that fights germs longer-that's the USP of the product,'' says Srivatsava.

Earlier, the product was positioned as a tooth paste that helps check germs even hours after brushing. As part of its revamping strategy, the agency has also designed a new logo and packaging for the product.