Sensodyne, from Haleon, has rolled out its ‘Know Your Dental Age’ campaign, a nationwide oral health awareness initiative supported by the Ministry of Health and Family Welfare and the Indian Dental Association. The campaign focuses on driving preventive oral care by introducing the concept of ‘Dental Age’ to Indian consumers.
The initiative addresses a significant behavioural gap, with 9 in 10 individuals in India experiencing dental issues while largely seeking treatment only after symptoms become severe. As part of the campaign, Sensodyne and the Indian Dental Association have introduced the Dental Age Test, a digital-first tool designed to assess whether an individual’s oral health is ageing faster than expected. Accessible via a QR code, the tool provides users with insights into potential concerns along with actionable steps, encouraging early intervention.
The campaign positions education and accessibility at its core, combining health awareness with technology-led engagement. By simplifying oral diagnostics into a quick, user-friendly format, the brand aims to drive both awareness and behavioural change at scale.
The initiative was launched in Delhi by Anupriya Patel, union minister of state for health and family welfare and chemicals and fertilisers, alongside Dr. Ashok Dhoble, hon. general secretary, Indian Dental Association, and Kedar Lele, ceo India and president India subcontinent, Haleon. The collaboration underscores a public–private partnership model, aligning brand-led outreach with national health priorities.
Expanding beyond digital engagement, the campaign also incorporates on-ground activations, including oral health screenings on select Vande Bharat Express routes. This approach leverages high footfall transit environments to extend reach, targeting approximately 10 lakh travellers and increasing accessibility to oral health information.
Anupriya Patel said, “Oral health is fundamental to overall well-being, yet awareness and timely action remain limited. Initiatives like Sensodyne’s innovative Dental Age Test are integral to bringing preventive care closer to people and encouraging early intervention. Under the National Oral Health Programme, we remain committed to expanding access to affordable, quality dental care, with prevention at the heart of our healthcare vision. Building a healthier, more informed India requires collective effort, and safeguarding oral health is a shared national responsibility.”
Kedar Lele added, “Oral health has long been an overlooked part of overall well-being, and our mission at Sensodyne is to help change that by making it more understood, more accessible, and more actionable for people. For over a decade, we have been empowering individuals across India to care for their oral health with confidence. Building on this year’s World Oral Health Day, our new initiative leverages the Dental Age Test to give people simple, intuitive insights into how their oral health is progressing and the steps they can take early to protect it. When people have the right information at the right time, they are far more likely to take action and that is where meaningful change begins. Improving everyday oral health requires collective effort from industry, experts, and communities. Our priority will remain expanding awareness and making proactive oral care easier and more inclusive for all, staying true to Haleon’s purpose of delivering better everyday health with humanity.”
The campaign is being amplified through a 360° media strategy spanning print, digital, influencer collaborations and on-ground activations. Partnerships with quick-commerce platforms, dental professionals and fitness communities further extend its reach across multiple consumer touchpoints.
Overall, ‘Know Your Dental Age’ reflects a shift towards purpose-driven marketing, where brands integrate education, accessibility and technology to address large-scale public health challenges while building deeper consumer engagement.
