Sensodyne has rolled out a new consumer awareness campaign to support the launch of Pronamel Kids, marking the brand’s entry into India’s children’s oral care category.
The campaign, which is being amplified across YouTube, Instagram and leading OTT platforms, aims to educate parents about the importance of protecting children's enamel from an early age. It focuses on the heightened vulnerability of kids’ teeth to cavities and everyday sugar attacks, while positioning Pronamel Kids as a specialised oral care solution designed for children.
Developed by Haleon, Pronamel Kids is available in Strawberry and Bubble Mint flavours for children aged two years and above. The toothpaste is formulated to help strengthen enamel and provide 24-hour cavity protection. It is made with 100% natural flavours and contains no added sugar.
The campaign highlights a key oral health concern: children's tooth enamel can be significantly thinner than that of adults, making it more susceptible to cavities caused by sugary foods, juices and frequent snacking. Through educational messaging, Sensodyne aims to encourage parents to adopt preventive oral care habits tailored to children's needs.
Commenting on the launch, Kishlay Seth, Marketing Director – OHC, Haleon India Subcontinent, said, “Pronamel Kids builds on the strong foundation we have established with Pronamel in India. It is designed to help strengthen enamel and provide 24-hour cavity protection. Children’s toothpaste plays a critical role in early oral care. Milk teeth have thinner enamel and are more vulnerable to cavities, which can impact the development of permanent teeth. Early protection is essential to ensure that permanent teeth emerge healthy and strong. Awareness of the need for preventive, child-specific oral care remains limited. We aim to empower parents to adopt proactive oral care habits for their children, supporting strong enamel and healthy teeth for the future.”
With the launch, Haleon expands the Pronamel portfolio into the children’s segment, bringing a science-backed enamel care offering to a category where preventive oral healthcare awareness continues to evolve.
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