MAM
Initiative wins Sensodent media account to scale India’s oral care game with a multi-platform punch
MUMBAI: India’s oral care market just got a dose of media muscle. Initiative has been appointed the media agency on record for Sensodent, the flagship oral sensitivity brand under Indoco Remedies Ltd., a pharmaceutical company headquartered in Mumbai with operations in more than 55 countries.
The decision followed a competitive multi-agency pitch as Sensodent accelerates its over-the-counter journey and eyes greater market penetration in the under-tapped oral sensitivity segment. Initiative will handle media strategy, planning, and deployment across platforms to drive brand awareness, trial, and cultural relevance.
“Our brand Sensodent is the first to go OTC and over the year has evolved into the next orbit. We are thrilled to work together with Initiative and are looking forward to see our brand soaring newer heights”, said Indoco Remedies MD Aditi Panandikar.
Initiative EVP & head – Mumbai, Dhirendra Singh stated, “Sensodent K is a high-potential brand in a growing yet underpenetrated category. We’re excited to partner with Indoco Remedies to architect a media approach that drives performance, builds cultural relevance, and connects meaningfully with consumers across India”.
Initiative India CEO Vaishali Verma added, “We welcome Sensodent into the Initiative family. We look forward to a strong partnership focused on driving brand success and creating meaningful work”.
With India’s oral sensitivity care market expanding and consumer preferences shifting toward efficacy-led solutions, the partnership is set to be a strategic one. Sensodent is aiming to strengthen its brand salience through smart media science and strategic storytelling.
MAM
JBCN Education appoints The Other Circle for PR mandate
Mumbai agency to lead communications for progressive K–12 group.
MUMBAI: JBCN Education just circled in a fresh voice because when your classrooms already think outside the box, the next logical step is to get the story out of the classroom. JBCN Education has appointed Mumbai-based communications agency The Other Circle (TOC) to handle its public relations and strategic communications mandate. The partnership aims to amplify the institution’s distinctive Educreative philosophy, which blends rigorous academics with experiential learning, creativity and values-led development.
TOC will shape JBCN’s narrative through educator-led thought leadership, media engagement and strategic storytelling, fostering deeper conversations with parents, educators and the academic community on modern, meaningful learning.
JBCN Education, senior vice president for marketing Nikhil Sharma said, “Every institution has a unique narrative, one filled with innovative learning, passionate faculty, and the next generation of Changemakers. The Other Circle’s strategic approach and deep familiarity with the education sector make them the right partner to strengthen our brand presence and forge meaningful connections.”
The Other Circle Group of Companies co-founder & CEO Aakanksha Gupta added, “The best communications work happens when the story is already true—you just have to find the right way to tell it. JBCN Education represents a powerful shift in how learning is imagined and delivered in India, and that story is rich: a philosophy that’s lived in the classroom, educators who believe in it, and outcomes that speak for themselves.”
The appointment marks a new phase for JBCN as it seeks to lead national conversations around progressive education, inquiry-based learning and preparing students for an interconnected world.
In an education landscape where the real competition isn’t marks but mindset, JBCN isn’t just teaching kids, it’s teaching the country what forward-thinking learning can look like, and now it’s got a voice loud enough to make sure everyone hears it.
