Mumbai: Sensodyne, an oral care brand from Haleon, has announced the launch of Pronamel in India, a globally trusted toothpaste formulated to strengthen and protect tooth enamel, the hard outermost protective shield of our teeth. With this launch, Sensodyne expands its portfolio to address a critical yet often overlooked oral health issue: enamel wear.
The increasing consumption of acidic foods and beverages such as citrus fruits, cold drinks, pickles, tea and coffee slowly weakens and damages tooth enamel. This enamel wear significantly raises the risk of future oral health concerns including sensitivity, yellowing, and cavities. Despite its prevalence, awareness of enamel wear remains alarmingly low. While 95% of the population is at risk of enamel wear, research shows only 8% are aware of it[1].
The introduction of Pronamel aligns with Haleon’s broader vision for oral health in India by offering premium, proactive, and science-led everyday oral care. By bringing focus to enamel wear and providing an advanced solution, the brand aims to empower consumers to safeguard long-term oral health.
Commenting on the launch, Kishlay Seth, Category Lead – Oral Health, Haleon India Subcontinent, stated, “Enamel is the hard, protective outer layer of our teeth; nature’s shield for healthy teeth. Yet today’s lifestyle, with frequent consumption of acidic foods and drinks like tea, coffee, and citrus fruits, can weaken the enamel. Once demineralized, it cannot regenerate naturally, and often the damage is detected only when it’s too late.
Pronamel’s launch in India is the result of over 20 years of scientific research, delivering a proven, specialized formulation that provides 2X stronger enamel protection against everyday acid wear. Through our awareness campaign, we aim to educate consumers on the importance of enamel care and provide a trusted, science-backed solution to support every day oral health.”
To amplify the launch, Pronamel has rolled out a comprehensive multi-platform consumer education and awareness campaign across TV, digital, social media, print, and outdoor channels. These initiatives aim to educate consumers on the causes and effects of enamel wear, emphasizing the importance of proactive oral care. The campaign is crafted to bridge the awareness gap and inspire healthier dental habits through engaging, informative content tailored for Indian consumers.
Link to the Pronamel campaign films:
