Brands
Polident tells denture wearers to eat, speak & smile with confidence
NEW DELHI: GSK Consumer Healthcare has launched the first campaign for their denture care brand, Polident, in India. The ‘Eat, Speak & Smile with Confidence’ campaign attempts to create a relatable conversation with denture wearers to enjoy simple pleasures of life without worrying about dentures and associated social embarrassment – thus, bringing out the benefits of using the denture care brand.
People with dentures constantly worry about embarrassing social situations that they might experience because of their dentures. This leads them to be alert and vigilant even while enjoying simple happy moments that life has to offer– like eating their favourite foods, speaking or even laughing in front of others.
The film starts with a man in his early 50s meeting a friend during an everyday social occasion. When offered a hard food like chakli or murukku, the host cautions him to be careful with dentures. The guest meanwhile confidently bites into the food and proudly announces that he enjoys his food without worrying about dentures, as Polident holds his dentures in place all day long.
Through a relatable situation, the campaign creates awareness that one is not alone in dealing with their dentures, be it partial or a full denture. It also shows the benefits of Polident denture fixative – in ensuring a secure fit, which enables denture wearers to live confidently without concerns. The campaign has been launched as a television commercial and a digital film.
GSK Consumer Healthcare Area marketing lead- oral health Anurita Chopra elaborated, “Today, one out of every seven Indian above the age of 45 wears a denture and majority of them are unaware of products that can help them take care of their dentures. Through this campaign, we want to create awareness about Polident Denture Fixative product in a simple, relatable way. The campaign aims to position Polident as the new age companion for denture wearers, enabling them to enjoy simple pleasures of life without worrying about dentures.”
Polident is the global leader in the denture care category and offers products to improve comfort, hygiene and oral health of people who wear dentures. Polident Denture Fixative cream was launched last month in India by GSK to strengthen its oral care portfolio, which already consists of the Sensodyne range of toothpaste and toothbrushes.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
