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.