NEW DELHI: GSK Consumer Healthcare has launched the first campaign for their denture care brand, Polident, in India. The ‘Eat, Speak & Smile with Confidence’ campaign attempts to create a relatable conversation with denture wearers to enjoy simple pleasures of life without worrying about dentures and associated social embarrassment – thus, bringing out the benefits of using the denture care brand.

People with dentures constantly worry about embarrassing social situations that they might experience because of their dentures. This leads them to be alert and vigilant even while enjoying simple happy moments that life has to offer– like eating their favourite foods, speaking or even laughing in front of others.

The film starts with a man in his early 50s meeting a friend during an everyday social occasion. When offered a hard food like chakli or murukku, the host cautions him to be careful with dentures. The guest meanwhile confidently bites into the food and proudly announces that he enjoys his food without worrying about dentures, as Polident holds his dentures in place all day long.

Through a relatable situation, the campaign creates awareness that one is not alone in dealing with their dentures, be it partial or a full denture. It also shows the benefits of Polident denture fixative – in ensuring a secure fit, which enables denture wearers to live confidently without concerns. The campaign has been launched as a television commercial and a digital film.

GSK Consumer Healthcare Area marketing lead- oral health Anurita Chopra elaborated, “Today, one out of every seven Indian above the age of 45 wears a denture and majority of them are unaware of products that can help them take care of their dentures. Through this campaign, we want to create awareness about Polident Denture Fixative product in a simple, relatable way. The campaign aims to position Polident as the new age companion for denture wearers, enabling them to enjoy simple pleasures of life without worrying about dentures.”

Polident is the global leader in the denture care category and offers products to improve comfort, hygiene and oral health of people who wear dentures. Polident Denture Fixative cream was launched last month in India by GSK to strengthen its oral care portfolio, which already consists of the Sensodyne range of toothpaste and toothbrushes.