Mumbai: Sensodyne, the flagship oral care brand from Haleon (formerly GlaxoSmithKline Consumer Healthcare), has rolled out its latest consumer education campaign focusing on the often-overlooked issue of tooth sensitivity. The multi-film initiative is designed to not only raise awareness of sensitivity as a chronic oral health condition but also to drive timely identification and management of the symptoms.
With an expansive rollout of 18 films across nine regional languages, the campaign represents a strategic push towards inclusivity and local relevance, helping Sensodyne connect with diverse communities across India. The films bring real consumer experiences to the forefront, portraying everyday struggles with tooth sensitivity through authentic, emotional storytelling.
Each film is supported by high-science visualizations that clearly demonstrate the biological causes and progressive nature of the condition. One key message that resonates throughout the series is that tooth sensitivity, if ignored, can worsen over time. The films highlight enamel erosion as a primary trigger, which, by exposing the dentine layer beneath, activates nerve pain resulting in the hallmark sharp, sudden sensations.
Kishlay Seth, Category Lead – Oral Healthcare, Haleon, shared insights on the campaign’s direction and purpose, “Tooth sensitivity is often dismissed as a minor issue, but when left unaddressed, it can lead to the progression of the condition. Sensodyne has been raising awareness about this progressive condition, and our next step is to explain one of the causes of sensitivity – enamel erosion. By doing so, we aim to encourage consumers to take action rather than ignore it. With our science-backed formulations and localized approach, we strive to empower consumers across India to start addressing tooth sensitivity.”
The campaign builds on Sensodyne’s long-standing mission to bring evidence-based oral care solutions to the forefront of consumer health conversations. By combining medical accuracy with regional relatability, the initiative reflects Haleon’s commitment to transforming awareness into action — helping consumers recognize tooth sensitivity not just as discomfort, but as a sign of a deeper oral health issue.
