Building solutions that stick: Inside SPJIMR’s case competition culture

Case competitions have become an integral part of the learning culture at B-schools, and SPJIMR is no exception. They expose students to real-world business problems, pushing them to think and act like consultants, marketers, and strategists long before they step into the corporate world.

A recent conversation with the winners of the ‘Colgate Transcend National Case Competition’ offers a glimpse into what defines case comp culture at SPJIMR — teams built on shared intent, innovation rooted in practicality, and a mindset that prioritises meaningful impact over flashy ideas.

A team formed through shared interests

The winning team came together through last-minute campus conversations just before registrations closed. Each member brought a distinct strength — marketing, ideation, and storytelling.

Despite forming quickly, the trio worked in perfect alignment, reflecting how fluidly teams often come together in the high-energy environment of SPJIMR.

The challenge: Driving night-time brushing behaviour

Colgate’s problem statement focused on increasing nighttime brushing among urban audiences, where nearly 80% of the population does not brush at night. The solution needed to start as a campus pilot and eventually scale into a national strategy.

Though simple at first glance, the challenge involved driving behavioural change — an inherently complex task. The team chose to avoid the traditional ‘awareness’ route, which often comes across as preachy, and instead designed a system of soft, subtle nudges that would prompt users to take action naturally.

Key ideas

Vending machine nudges: Partnering with campus vending machines so that late-night snack purchases (like chocolate bars) came with a tiny Colgate toothpaste as an add-on.

Food delivery reminders: Collaborating with Swiggy and Zomato to send gentle reminders 30–40 minutes after delivery for all food orders placed after 10 pm.

These nudges tapped into platforms students already use, making the intervention unobtrusive yet effective.

A wildcard entry to a winning pitch

Despite believing they wouldn’t make it to the top four, the team received a wildcard entry into the finals. In the days leading up to the final round, they:

The final pitch landed more smoothly than any practice run. A key differentiator was their commitment to honesty — they did not exaggerate numbers and presented their idea exactly as it was: feasible, grounded, and practical. This authenticity helped them stand out from the competition.

Their message to future participants

“Enjoy the journey and don’t worry about the result!”

Case competitions may culminate in a win, but their true value lies in giving students a platform to think strategically, collaborate meaningfully, and build solutions that create real-world impact.