Mumbai: Himalaya Wellness Company has launched the second edition of its impactful #ItStartsWithGums campaign, timed to coincide with Gum Health Day. Following the positive response to last year’s awareness drive, the brand continues its mission to spotlight the foundational importance of gum care in achieving holistic oral health.
This year’s campaign adopts a creative, digital-first approach by humorously reflecting our growing dependence on technology. Through two engaging digital films—‘SOS’ and ‘Breath-checker’—Himalaya sets up amusing yet thought-provoking conversations with AI to demonstrate a timeless truth: oral health truly begins with healthy gums. These films creatively show how common issues like bleeding gums or bad breath can catch people off guard and how they often point to deeper gum-related concerns.
“Oral health begins at the foundation—the gums—and at Himalaya, we’re committed to addressing this essential but often overlooked aspect through the second edition of our #ItStartsWithGums campaign. This initiative goes beyond just raising awareness; it’s about changing behavior, encouraging early action, and empowering consumers to take charge of their gum health through simple, preventive steps. Because when your gums are healthy, everything else follows—starting from your smile to your overall well-being,” said Ragini Hariharan, Marketing Director, Personal Care and Hygiene, Himalaya Wellness Company.
The campaign will be activated across YouTube, Facebook, and other digital touchpoints, along with high-impact displays at transit hubs, and a robust influencer outreach led by oral-health professionals. It aims to drive real conversations and encourage proactive gum care before minor symptoms evolve into serious dental problems.
“To specifically target gum health, we’ve developed Himalaya Ayurveda Gum Care Toothpaste, a holistic Ayurvedic formulation featuring 13 time-tested herbs grounded in Danta Swasthya practices. This powerful blend not only removes plaque and fights gum-harmful bacteria but also helps tighten and strengthen gum tissue for long-lasting protection,” added Ponnappa K.B, Brand Manager – Consumer Products Division, Himalaya Wellness Company.
Studies indicate that many individuals overlook early signs of gum disease—such as swelling, bleeding, and bad breath—leading to severe complications later. Himalaya’s continued focus on this vital but under-discussed aspect of oral care reflects its brand purpose of combining ancient Ayurvedic wisdom with contemporary awareness strategies.
Sunitha Natarajan, Director – Digital Strategy, Social Panga, noted, “This Gum Health Day marks Himalaya’s return with our second oral health initiative, emphasizing a crucial message: for good oral care, #ItStartsWithGums. In today’s world, we seek answers, not just results. This insight inspired our campaign, featuring two films that engage in conversations with AI, debunking myths, and bringing gum care into everyday conversations. By blending traditional care with digital curiosity, we’ve created a relatable and impactful campaign that’s hard to ignore.”
