Indoco Remedies launches a marketing campaign for Sensodent K, a toothpaste formulated for individuals with sensitive teeth. The nationwide launch is supported by a 360-degree multi-channel media strategy.
Created by Concept Communication, the campaign offers a humorous take on our interest in trivial matters, which makes us miss the important ones.
The campaign introduces a fictional world named the ‘Mangalverse’, illustrating characters’ lives, eccentricities, and quirks. The campaign poses a profound question, ‘Pata hai kyun?’, emphasising Sensodent K’s promise of ‘tooth ka current gone toh life ka current on’. Sensodent K aims to effectively manage tooth sensitivity, allowing individuals to embrace life without discomfort.
“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” Aditi Kare Panandikar, managing director, Indoco Remedies, said.
“The creative challenge was to create a campaign that builds on the brand promise but delivers it unexpectedly. This would ensure conversations around the brand Sensodent K and make sure it resonates with the current expectations of the consumer,” Vivek Suchanti, chairman and managing director, Concept India, said.
The film was shot by Puppet Films, directed by Naren Multani and produced by Hozefa Alibhai.