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.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
