Mandate includes media strategy, planning, and execution across platforms
Initiative has been appointed as the media agency on record for Sensodent, a specialised oral care brand from Indoco Remedies, a Mumbai-based pharmaceutical company with a global footprint in over 55 countries.
As part of the mandate, Initiative will manage media strategy, planning, and execution across platforms, with a key focus on brand awareness, consumer trials, and enhancing brand relevance. The account was awarded following a multi-agency pitch.
Aditi Panandikar, Managing Director, Indoco Remedies, shared:
“Our brand Sensodent is the first to go OTC and has evolved into the next orbit over the year. We are thrilled to collaborate with Initiative and are eager to see our brand reach new heights.”
Dhirendra Singh, Executive Vice President and Head – Mumbai, Initiative, added:
“Sensodent K is a high-potential brand in a growing but underpenetrated category. We’re excited to work with Indoco Remedies to craft a media strategy that boosts performance, builds cultural relevance, and connects meaningfully with consumers across India.”
Vaishali Verma, CEO, Initiative India, said:
“We welcome Sensodent to the Initiative family and look forward to a strong partnership aimed at delivering brand success and impactful work.”
