We launched this sensitivity toothpaste Sensodent-K, from the house of Indoco Remedies in an already cluttered market. A number of sensitivity toothpastes were available, although many were prescription brands.
Sensodyne visibly dominates the category from a consumer lens with an impressive presence on TV and Digital and its mass availability across pharma and grocery retail. Sensodyne has essentially started getting stocked with regular toothpastes on shelves. It’s by far the largest brand by market share and the only brand with any real consumer pull.
We had to launch Sensodent-K into this market with a digitally led campaign. Sensodyne owned Jhanjhanaahat – a term which explains the pain due to sensitivity.
We wanted to create a term of our own and built this around the word ‘current’ which describes the exact sensation of the pain caused by sensitivity.
We based our campaign on the insight that people with sensitivity give excuses and avoid eating things that give them ‘Tooth mein current’