MAM
Sensodyne launches first TV ad for its toothbrush portfolio
NEW DELHI: Sensodyne, an oral health brand from the house of GSK Consumer Healthcare has launched its first-ever TV campaign to push its toothbrush portfolio. The effective & gentle care campaign attempts to break the common perception that hard brushing is imperative for effective cleaning and educates people on the importance of choosing the right toothbrush like Sensodyne.
The campaign has been brought alive with a simple storyline in eight languages. The film begins with a woman vigorously brushing her teeth and showing some concern for her oral health. The TVC goes on to introduce Sensodyne brush, which is specially crafted with soft round tip bristles – which not only cleans effectively but is also gentle on teeth and gums.
GSK Consumer Healthcare area marketing lead – oral care Anurita Chopra elaborated, “People want to choose the best for their oral health. However, there are still many misconceptions regarding the choice of toothbrush & brushing technique. Being a trusted oral health care brand, we want to educate consumers on the importance of choosing the right toothbrush. This campaign attempts to dispel the common perception that hard brushing is needed for effective cleaning and positions Sensodyne toothbrush as a specialist brush for best care of teeth and gums”.
GSK Consumer Healthcare introduced low-cost Sensodyne daily care toothbrushes with premium credentials in 2018 in India. Overall India's toothbrush market is extremely big with a lot of organised and unorganised players operating at multiple price-points.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
