Sensodyne introduces Pronamel in India with multi-platform campaign

Sensodyne, the oral care brand from Haleon, has introduced Pronamel in India, marking the entry of a globally recognised toothpaste designed to strengthen and protect tooth enamel. The product addresses enamel wear, an oral health concern that affects a large section of the population yet remains widely overlooked.

To accompany the launch, Pronamel is running a wide-reach consumer awareness campaign across television, digital platforms, social media, print and outdoor channels. The initiative aims to educate consumers about the causes and effects of enamel wear and highlight the value of adopting preventive enamel-care habits. Through simplified and locally relevant messaging, the campaign focuses on encouraging long-term oral care behaviour.

The issue of enamel wear is closely linked to the frequent consumption of acidic food and drink, including citrus fruits, cold drinks, pickles, tea and coffee. These gradually weaken tooth enamel, increasing vulnerability to sensitivity, yellowing and cavities. Although enamel wear is prevalent, awareness remains limited. Research indicates that while 95 per cent of the population is at risk, only 8 per cent is aware of enamel wear as a condition.

The launch of Pronamel aligns with Haleon’s broader strategy to support proactive oral health in India by offering a premium daily-use enamel-care solution. By placing emphasis on enamel protection and presenting a formulation backed by scientific research, Haleon aims to empower consumers to take greater control of their oral health.

Kishlay Seth, category lead – oral health, Haleon India Subcontinent, said enamel acts as the tooth’s natural shield but can be weakened by lifestyle habits involving acidic foods and drinks. He noted that once enamel is demineralised it cannot regenerate, and damage is often identified only at a late stage.