For many of us, a bright smile is a symbol of confidence and overall health. But what if we told you a healthy smile starts not with your teeth, but with your gums? That’s the message behind Himalaya Wellness Company’s campaign, #ItStartsWithGums. Ragini Hariharan, marketing director- Personal Care & Hygiene, Himalaya Wellness talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
According to the Indian Dental Association, 95% of Indians suffer from some form of gum disease. We were alarmed by this statistic and wanted to address this gap in awareness.
Consumers are unaware that unhealthy gums are one of the root causes of common oral problems like bad breath and bleeding gum. The campaign resonates, as it highlights the often-overlooked link between gum health and common oral problems, empowering them to take proactive steps towards a healthier smile using Ayurveda, our time-tested, trusted guide.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
We spoke to a handful of consumers & understood this knowledge gap regarding unhealthy gums and their connection to common oral problems. Basis this, we crafted a relatable narrative where seemingly unrelated scenarios all have a common culprit – unhealthy gums. Humour was strategically incorporated to deliver a serious message engagingly. We then planned a comprehensive 360-degree campaign encompassing informative digital films, influencer partnerships with dentists and health experts, free dental check-up camps at corporates and residences, and strategic digital OOH displays to reach a broad audience across various touchpoints.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
The main challenge in this campaign was how to send across a serious message about the importance of gums in oral health, in an informative yet easy-going and engaging tone. While we had to maintain credibility about our expert Ayurvedic knowledge of gum health, we also had to send across a seemingly layered message simply.
Hence, we ensured the humour remained subtle while effectively using an expert to convey the importance of gum care in each video. Additionally, based on the insights, it was important to encourage our audiences to take action beyond watching the videos. That’s why we decided to integrate a clear call to action in the videos and campaign materials, directing viewers to the Himalaya Ayurveda Gum Care Toothpaste, our expert product for gum care. Our free dental check-up camps also taught visitors about the importance of healthy gums for proper oral hygiene.