Mumbai: Himalaya Wellness Company, a wellness brand, today announced the launch of its latest campaign, #ItStartsWithGums, focussed on raising awareness about the importance of gum health in India. Led by three digital films, the campaign aims to highlight the significance of maintaining healthy gums for overall oral wellness.
#ItStartsWithGums campaign aims to educate consumers about the often-overlooked role of gums in maintaining good oral hygiene. Many Indians experiencing symptoms like bad breath, bleeding gums while brushing, or pain while eating, are often unaware that the root cause of these problems is unhealthy gums.
The#ItStartsWithGums campaign utilises a multi-channel approach including a series of digital films that have gone live YouTube and Facebook, engaging digital displays at Bengaluru airport, an extensive influencer activation led by dentists and health experts, and free oral care check-up camps organized at corporates and residential societies. These efforts were designed to celebrate Gum Health Day and educate the public about the importance of proactive gum care including the use of specialized products.
Using humour, all the films convey a serious message about gum health. In each video, a person experiences a common oral issue like pain while eating, bleeding while brushing, and bad breath. An expert intervenes, revealing the true culprit – unhealthy gums – emphasizing the importance of good gum care for overall oral well-being. Tied to Gum Health Day, the videos promote Himalaya Ayurveda Gum Care Toothpaste as the expert solution for better gums.
Commenting on the campaign, Ragini Hariharan, marketing director for Personal Care and Hygiene, Himalaya Wellness said, “At Himalaya, we believe that good oral health begins with healthy gums. The#ItStartsWithGums campaign reinforces Himalaya’s commitment to promoting holistic oral health, with a particular focus on the often-neglected aspect of gum care. By educating and engaging with our consumers, we aim to create a culture of holistic oral care through Ayurvedic wisdom, ensuring brighter smiles and better overall well-being for everyone.”
According to the Indian Dental Association, 95% of Indians suffer from some form of gum disease. However, many of them may not be aware of the issues. This campaign aims to address this gap in awareness by highlighting how neglecting gum health can lead to numerous oral problems while also emphasizing the importance of early detection and taking action before issues become more severe and potentially irreversible.
Karan Arora, category manager for Oral Care for Himalaya Wellness Company said, “To specifically work on making the gums healthy, we have developed the Himalaya Ayurveda Gum Care Toothpaste. It is a holistic Ayurvedic formulation, with 13 time-tested herbs, based on the traditional and trusted practices of Ayurveda Danta Swasthya and modern science to remove plaque, fight germs in the gums and also tighten them.”
Talking about the #ItStartsWithGums campaign, Himanshu Arora, co-founder Social Panga said, “We are excited to partner with Himalaya Oral Care on this campaign. Our goal is to leverage digital platforms to effectively spread the message about the importance of gum health. We aim to encourage positive oral care habits by helping individuals understand the critical role gums play in overall well-being.”
By shedding light on the root cause of many oral problems and empowering people with the knowledge and resources for early detection of gum problems, Himalaya’s #ItStartsWithGums campaign aims to improve the oral health landscape in the country through holistic Ayurvedic solutions.
The videos are available for viewing on Himalaya Personal Care’s YouTube and Instagram handles.
