Mumbai: Indoco Remedies has launched an innovative marketing campaign for its Sensodent K brand, a toothpaste specially formulated for individuals with sensitive teeth. This nationwide launch is supported by a 360˚ multi-channel media strategy.
Created by Concept Communication, this campaign offers a humorous take on our interest in trivial matters, which makes us miss the important ones.
The campaign has created a fictional world called the “Mangalverse”, showcasing their lives, their eccentricities, their quirks, while asking a very profound poignant question “Pata hai kyun?”. Sensodent K’s promise of “tooth ka current gone toh life ka current on”. A toothpaste so effective in managing tooth sensitivity, that highlights Sensodent K’s commitment to manage tooth sensitivity, allowing you to embrace life without discomfort and inconvenience.
The campaign challenges all the known dogmas of the category and creates a new lexicon for the category. The 360 campaign that rolled out on the 7 November takes into account the context of today’s consumer and understanding their needs for the category and its communication. The conversations around the brand will be very distinct ensuring better efficacy leading to greater affinity.
“Our task revolved around establishing a robust presence for the Sensodent brand within a category largely characterized by problem-solving advertisements. As a challenger brand, we faced the imperative of devising a compelling communication strategy that not only stands out amidst the competitive clutter but also delivers exceptional effectiveness. Our goal was to craft a campaign that maximizes the impact of our limited budget to its fullest potential”, said Indoco Remedies Ltd MD Aditi Kare Panandikar.
Concept India chairman & MD Vivek Suchanti said “The creative challenge was to create a campaign that builds on the brand promise but delivers it in an unexpected way. This would ensure conversations around the brand Sensodent K and make sure it resonates with the current expectations of the consumer”.
The film was shot by Puppet Films, directed by Naren Multani and produced by Hozefa Alibhai.
