Himalaya Wellness Company has unveiled the second edition of its #ItStartsWithGums campaign on Gum Health Day, building on the momentum of last year’s successful initiative. This time, the campaign takes a witty, modern twist—tapping into society’s growing dependence on Artificial Intelligence (AI) to reinforce an age-old Ayurvedic truth: lasting oral health begins with healthy gums.
At the heart of the campaign are two light-hearted digital films, ‘SOS’ and ‘Breath-checker’, which use humorous “Conversations with AI” to spark awareness around gum care. From AI stepping in to flag bleeding gums to an awkward breath-check moment before a date, the films cleverly point to a common root cause—unhealthy gums. By blending digital-age humor with Himalaya’s trusted Ayurvedic science, the campaign drives home a simple yet powerful message: from fresher breath to stronger teeth, it all starts with gum health.
The campaign will run across major digital platforms including YouTube and Facebook, and will be amplified through eye-catching digital displays at key transit points. It will also feature collaborations with oral health professionals and influencers to drive home the importance of proactive gum care. Each element is crafted to spark conversations, promote timely gum check-ups, and educate audiences on the long-term benefits of prioritizing gum health.
Ragini Hariharan, Marketing Director, Personal Care and Hygiene at Himalaya Wellness Company, emphasized the campaign’s objective: “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. Because when your gums are healthy, everything else follows—starting from your smile to your overall well-being.”
The campaign addresses the concerning statistic that many individuals suffer from gum disease without recognizing the early warning signs such as bleeding, swelling, or bad breath. On Gum Health Day, Himalaya aims to bridge this awareness gap and promote simple, preventive routines to avoid more severe and costly dental issues in the future.
Ponnappa K.B, Brand Manager-Consumer Products Division at Himalaya Wellness Company, highlighted the product solution: “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.”
Sunitha Natarajan, Director-Digital Strategy at Social Panga, the agency behind the campaign, shared their approach: “This Gum Health Day marks Himalaya’s return with our second oral health initiative, emphasizing a crucial message: for good oral care, #ItStartsWithGums. In today’s world, we seek answers, not just results. 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.”
