Ad Campaigns
Himalaya Rolls Out #Itstartswithgums campaign on Gum Health Day
Mumbai: Himalaya Wellness Company, India’s leading wellness brand, today announced the launch of its latest campaign, #ItStartsWithGums, focused on raising awareness about the importance of gum health in India. Led by three engaging and informative digital films, the campaign aims to highlight the significance of maintaining healthy gums for overall oral wellness.
#ItStartsWithGums campaign aims to educate consumers about the often-overlooked role of gums in maintaining good oral hygiene. Many Indians experiencing symptoms like bad breath, bleeding gums while brushing, or pain while eating, are often unaware that the root cause of these problems is unhealthy gums. The #ItStartsWithGums campaign utilizes a multi-channel approach including a series of digital films that have gone live on YouTube and Facebook, engaging digital displays at Bengaluru airport, an extensive influencer activation led by dentists and health experts, and free oral care check-up camps organised at corporates and residential societies. These efforts were designed to celebrate Gum Health Day and educate the public about the importance of proactive gum care including the use of specialized products.
With a subtle touch of humour, all the films convey a serious message about gum health. In each video, a person experiences a common oral issue like pain while eating, bleeding while brushing, and bad breath. An expert intervenes, revealing the true culprit – unhealthy gums – emphasizing the importance of good gum care for overall oral well-being. Tied to Gum Health Day, the videos promote Himalaya Ayurveda Gum Care Toothpaste as the expert solution for better gums.
Commenting on the campaign, Himalaya Wellness marketing director for personal care & hygiene Ragini Hariharan said, “At Himalaya, we believe that good oral health begins with healthy gums. The #ItStartsWithGums campaign reinforces Himalaya’s commitment to promoting holistic oral health, with a particular focus on the often-neglected aspect of gum care. By educating and engaging with our consumers, we aim to create a culture of holistic oral care through Ayurvedic wisdom, ensuring brighter smiles and better overall well-being for everyone.”
According to the Indian Dental Association, a staggering 95 per cent of Indians suffer from some form of gum disease. However, many of them may not be aware of the issues. This campaign aims to address this gap in awareness by highlighting how neglecting gum health can lead to numerous oral problems while also emphasizing the importance of early detection and taking action before issues become more severe and potentially irreversible.
Karan Arora, category manager for oral care for Himalaya Wellness Company, added “To specifically work on making the gums healthy, we have developed the Himalaya Ayurveda Gum Care Toothpaste. It is a holistic Ayurvedic formulation, with 13 time-tested herbs, based on the traditional and trusted practices of Ayurveda Danta Swasthya and modern science to remove plaque, fight germs in the gums and also tighten them.”
Talking about the #ItStartsWithGums campaign, Social Panga co-founder Himanshu Arora said, “We are excited to partner with Himalaya Oral Care on this campaign. Our goal is to leverage digital platforms to effectively spread the message about the importance of gum health. We aim to encourage positive oral care habits by helping individuals understand the critical role gums play in overall well-being.”
By shedding light on the root cause of many oral problems and empowering people with the knowledge and resources for early detection of gum problems, Himalaya’s #ItStartsWithGums campaign has the potential to significantly improve the oral health landscape in India through holistic Ayurvedic solutions.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
