Sensodyne uses consumer testimonials to promote Whitening variant

For those suffering from tooth sensitivity, choosing between a whitening toothpaste and the one that helps relieve their sensitivity becomes a difficult choice. Usually, they are left with no choice but to compromise one for the other.

With the launch of Sensodyne Whitening, GSK aims to offer the dual benefit of sensitivity relief along with restoring natural whiteness of their teeth to the discerning Indian consumer.

The largest selling variant of Sensodyne globally, Sensodyne Whitening will play an important role in expanding GSK’s footprint in the Indian oral care industry. Shot in London, in three different languages, each TVC features an actual consumer and is a genuine, unscripted account of their experience with the brand.

This is the first time ever that Sensodyne is using consumer testimonials for TV advertising in India. Grey Group India and Grey London are jointly handling the campaign for this launch, working with multiple stakeholders and complex logistics.

Anurita Chopra, Area Marketing Director, ISC Oral Health, GSK Consumer Healthcare, commented, “GSK Consumer Healthcare has always endeavoured to develop new products catering to the constantly changing needs of its consumers. A lot of sensitivity sufferers cope with sensitive teeth because they believe their regular toothpaste gives them more important benefits like whitening. Sensodyne Whitening toothpaste will benefit in sensitive teeth and help bring back the natural whiteness of teeth on daily usage. Being a consumer preferred and expert endorsed brand globally, we are confident that this largest selling variant globally will be well received by our consumers.”

Speaking on the campaign, Samir Datar, Vice President & Office Head, Grey Group India, said, “The category communication codes for a whitening oral care product have always been about vanity and dialling up the glamour quotient. For us, it was important to keep the Sensodyne brand character of authenticity and trust in mind, and hence showcase work that spoke of a more intrinsic motivation for such a product, which was inner happiness and self-confidence. To drive home this point better, we also used real consumer testimonials, for the first time for brand Sensodyne in India.”

“The major unlock for us was to recognise the need for multiple benefits in today’s demanding consumer, and the delivery of the brand and the product on the same. Our task, thus, was to communicate the dual promise of new Sensodyne Whitening and showing how one doesn’t have to compromise one oral care need over the other,” said Bikram Bindra, Vice President and Strategic Planning Head, Grey Group Delhi.

A high decibel, six-week media plan has been kickstarted, with spots across all the major GECs, English Entertainment, Movies and News channels. Tamil version of the TVCs has also been launched.

Sensodyne Whitening - Neha (Hindi):
https://youtu.be/ibc-3pzlejQ

Sensodyne Whitening - Vyshali  (English):
https://youtu.be/btMfmk4-Khk

Campaign credits:
Client: GSK India
Brand: Sensodyne Whitening
Creative agency: Grey Group India
Client Servicing: Samir Datar, Aparna Sutradhar, Rahul Pahwa, Tina Sauson, Eliza Guarenti
Creative: Varun Goswami, Gautam Bhasin, Harry Shaw
Planning: Bikram Bindra
Production House: Grey Works, London