Colgate has started aggressively promoting its niche variant Colgate Sensitive toothpaste. This is a unique variant aimed at the segment of customers having tooth/gum problem.According to a report more than 80% of Indians have dental problems like gingivitis. Sensitive is a variant that specifically address this segment. The brand is said to give relief from pain after continuous use.Colgate sensitive also has anti plaque and anti-tartar properties. The promotion of Colgate Sensitive is to popularize the therapeutic segment which is not much popular in India. Colgate uses its famous and controversial tagline " No. 1 Brand Recommended by Dentists".