In order to aggressively promote its oral care range, FMCG heavyweight Hindustan Lever Limited has launched an educative ad campaign for 'Pepsodent' that will focus on oral hygiene and night brushing. "It is for the first time that such an advertising exercise has been undertaken by HLL," said Debjit Rudra, Marketing Manager, Oral Care Activation, HLL.
Rudra explained that a 360-degree approach is being adopted to promote the brand. There will be a lot of below-the-line and Internet advertising besides print and electronic campaigns, he said.
Elaborating further about the latest campaign, Rudra says Lowe has developed the new Pepsodent night-brushing ad campaign. The main theme is the "Pepsodental Fact" that aims to reach out to about 36 million people every night through the electronic media. The interactive route is also being tapped with SMS going out to over 21 lakh people across six cities. Four top Internet sites will also carry the message of night brushing, he said.
Pepsodent is available in two flavors-- regular fresh and white family. The other variants are Pepsodent Gumcare and Pepsodent 2-in-1. All these will be promoted through the same campaign. It is for the first time that such an advertising exercise has been undertaken by HLL, Rudra said.