Dehradun: Himalaya Wellness Company has launched the second edition of its #ItStartsWithGums campaign on Gum Health Day, emphasizing the importance of gum health in overall oral care.

Following the success of last year's campaign, this edition takes a playful approach by incorporating artificial intelligence (AI) to highlight the essential role of healthy gums in maintaining lasting oral health, a concept rooted in Ayurveda.

The campaign features two digital films, 'SOS' and 'Breath-checker', where humorous "Conversations with AI" underline common gum issues such as bleeding gums and bad breath, both often caused by unhealthy gums. By blending digital engagement with Himalaya's trusted Ayurvedic formulations, the films aim to raise awareness about the connection between gum health, fresher breath, and stronger teeth.

The initiative will be promoted across platforms including YouTube and Facebook, supported by digital displays at major transit hubs and influencer activations led by oral health experts. The goal is to spark conversations and encourage people to take preventive measures for their gum health.

“Oral health begins with the gums,” said Ragini Hariharan, Marketing Director at Himalaya Wellness. “Our campaign is designed not just to raise awareness, but to inspire early action and empower individuals to take charge of their gum health.”

Himalaya also introduced its Ayurveda Gum Care Toothpaste, a product based on 13 herbs from Danta Swasthya practices to strengthen gum tissue and prevent plaque buildup.

The campaign aims to address the growing need for preventive oral care before gum issues turn into serious, costly problems.