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Dr Dhoble, while speaking at the launch said, "Clinical studies
have shown that the use of chewing gum with Xylitol helps in decreasing
the growth and adhesiveness of bacterial plaque, further determining
a reduction in the incidence of caries. Therefore, chewing Xylitol
based gum is a convenient and enjoyable method of oral hygiene day
after day."
Happydent Protex has been test marketed in Delhi and is being rolled
out in the rest of the country in two formats - Mono pack priced
at Re 1 and a six piece blister at Rs 5.
Speaking at the launch, Perfetti marketing head Sameer Suneja said,
"At Perfetti, we have always endeavored to provide the best
products to our consumers at the best prices and the new offering
is no exception. The blister pack is also a packaging innovation
and it is the first pack of its kind in this category in India."
Suneja also said that the product will be supported extensively
in the media, with television being the main medium. The TV commercial
shows various occasions when we have food without having ready access
to toothpaste and toothbrush. It is a humorous depiction and communicates
the fact that for all such occasions, there is Happydent Protex
Xylitol, which helps in preventing tooth decay.
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