Brands
Sensodyne rolls out Pronamel in India to tackle silent enamel erosion
MUMBAI: Sensodyne has launched Pronamel in India, bringing its globally trusted enamel-strengthening toothpaste to a market where acid wear is widespread and barely understood. The move signals Haleon’s push into premium, preventative oral care as Indians consume more acidic foods and drinks that quietly chip away at the teeth’s toughest shield.
Enamel erosion is rising fast. Citrus fruits, fizzy drinks, pickles, tea and coffee are now daily staples. They slowly demineralise enamel, leading to sensitivity, yellowing and cavities. Research shows 95 per cent of Indians are at risk, yet only 8 per cent even recognise the problem.
Pronamel aims to plug that gap. Category lead for oral health at Haleon India Subcontinent Kishlay Seth says enamel is nature’s armour for healthy teeth but once it weakens, it cannot regenerate. He calls Pronamel the result of more than 20 years of research, offering twice the enamel protection against everyday acid wear. Haleon is pairing the launch with a nationwide awareness campaign across TV, digital, print and outdoor to nudge consumers towards proactive oral health.
Pronamel uses a low-abrasion formula that boosts fluoride availability and helps essential minerals like calcium bind to enamel, repairing early acid damage. The Daily Protection and Fresh Breath variants are priced at Rs 95 for 40g and Rs 140 for 70g.
With India’s enamel slipping under the radar and acid wear accelerating, Sensodyne’s new entrant arrives with a simple pitch: protect the shield before it shatters.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
