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Time of India

Himalaya Wellness turns the spotlight on gums in new ad

HighlightsHimalaya Wellness Company launches the second edition of the #ItStartsWithGums campaign on Gum Health Day, emphasizing the importance of gum health rooted in Ayurveda. The campaign features two humorous digital films, 'SOS' and 'Breath-checker', which depict conversations with artificial intelligence to engage consumers in discussions about gum health. Himalaya Ayurveda Gum Care Toothpaste, a formulation based on traditional practices with 13 herbs, aims to strengthen gum tissue and promote overall oral health as part of the campaign's preventive approach. Himalaya Wellness Company, India's beauty and personal wellness, has announced the launch of the second edition of the #ItStartsWithGums campaign, on Gum Health Day . Building on the strong response to last year's campaign, this year's initiative takes a playful turn, tapping into our growing reliance on AI for everyday answers to highlight an age-old truth—lasting oral health begins with healthy gums , a belief deeply rooted in Ayurveda . In the two digital films titled 'SOS' and 'Breath-checker', Himalaya stages a humorous "Conversation with AI" to bring gum health into everyday dialogue. Whether it's bleeding gums that trigger a dramatic AI intervention or a desperate breath check before a date, both films cut through the noise to reveal the common culprit—unhealthy gums. By marrying digital-first curiosity with Himalaya's trusted Ayurvedic formulations , the films drive home the simple truth that lasting oral health starts with gums, from fresher breath to firmer teeth. '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,' said Ragini Hariharan, marketing director, personal care and hygiene, Himalaya Wellness Company. '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 at Himalaya Wellness Company. Sunitha Natarajan, director-digital strategy, Social Panga shared, 'This Gum Health Day marks Himalaya's return with our second oral health initiative, emphasising a crucial message: for good oral care, #ItStartsWithGums. 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.' Watch the videos here: