Initiative, a media planning and buying agency, has been appointed as the media agency on record for Sensodent, the specialized oral care brand from Indoco Remedies, a Mumbai-headquartered pharmaceutical company with a footprint in over 55 countries.
The media mandate, awarded after a multi-agency pitch, will see Initiative lead Sensodent’s media strategy, planning, and deployment across platforms. The focus will be on accelerating brand awareness, encouraging trials, and building relevance for Sensodent in the oral sensitivity segment, as the brand expands its OTC presence and leadership.
Aditi Panandikar, Managing Director, Indoco Remedies, said, “Our brand Sensodent is the first to go OTC and over the year has evolved into the next orbit. We are thrilled to work together with Initiative and are looking forward to see our brand soaring newer heights.”
Dhirendra Singh, Executive Vice President and Head – Mumbai, Initiative, said, “Sensodent K is a high-potential brand in a growing yet underpenetrated category. We’re excited to partner with Indoco Remedies to architect a media approach that drives performance, builds cultural relevance, and connects meaningfully with consumers across India.”
Vaishali Verma, CEO, Initiative India, said, “We welcome Sensodent into the Initiative family. We look forward to a strong partnership focused on driving brand success and creating meaningful work.”
