Aquawhite signs popular characters - Peppa Pig, Angry Birds and Hello kitty

the asian age

Business, Companies

The company boasts of being the only one producing a vast range of innovative, concept-based products.

The company is now set to launch their range of products in the Western and other markets.

New Delhi: Aquawhite, the leading oral-care brand from JHS Svendgaard Laboratories Limited (JHS), has announced signing up yet another brand collaboration to add to its fast increasing bouquet of character associations. In addition to the existing characters in their kitty, aquawhite has now added more characters like Peppa Pig, Angry Bird, and Hello Kitty to add to its present range of kids’ toothbrushes and toothpaste that appeal to Indian children aged 3-14.

Aquawhite under JHS Svendgaard Brands (a subsidiary of JHS) is the only brand to be the official license holders of some of the most prominent characters namely Chhota Bheem, Chutki, The Jungle Book, Pokemon, PAW Patrol, Shimmer and Shine, SpongeBob SquarePants, Shiva and more for the kids’ oral care range in all age groups upto 3 years, 3-8 years & 8-12 years.

The company boasts of being the only one producing a vast range of innovative, concept-based products. “Brushing for Two Minutes Two Times Everyday” is a healthy habit they’re dedicated to promoting among growing children from ages 3-14. Currently, some of the signature products like FLASHHH & BUDDY BEST toothbrush (with an in-built flashlight that blinks for 2 minutes to encourage children to spend the required time brushing), MUZICA toothbrush (in-built music feature for 2 minutes), WATCHHA toothbrush (2 minutes Sand Timer) are their effort in helping mothers inculcate the healthy habit of brushing for two minutes straight.

Other products like the Jiggle Wiggle toothbrush, Tiffany toothbrush, Bestie toothbrush, Zig-Zag toothbrush are also available in a combination of characters that aquawhite are official license holders for. Their Fluoride-Free toothpaste is available in flavours that excite children the most, namely Strawberry, Strawberry Burst, Chill-Gum, Dubble Bubble, and Sweet Bubble. The Lollipop Tongue Cleaner is also available.

Commenting on this development Neetal Narang, President - Communications & Corporate Affairs - JHS Svendgaard Brands Limited said “Knowing that kids are our end consumers, we’ve been extremely conscious of every product that we develop and associate with. Kids are a sensitive category and mothers are highly cautious and selective while choosing for their tiny-tots. We have not only designed and developed toothbrushes but have created a tool for every mother to make their kids brush their teeth for 2 minutes, recommended time by dentists, all the while making brushing a fun activity rather than a boring routine. As far as toothpaste goes, we’ve been extremely cautious to make them fluoride-free. The fluoride content in the water in India is already high, and for growing kids it's never advisable to consume fluoride in excess. We have done a lot of research on our products especially with the taste of the toothpaste.”

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“Most kids don’t like to brush their teeth, which is one of the major concerns among the parents. With our products being unique and innovative, to add to the excitement, we’ve brought kids favourite characters and other interesting concepts & value adds like colourful handles, hygiene cap etc. we are definite that brushing is going to be fun for the kids. ” she added.

Recently, JHS signed Tiger Shroff as the brand ambassador for aquawhite. The aquawhite kids' range is already available across top e-commerce platforms like, Amazon, Flipkart, Firstcry, Paytm etc. The brand currently enjoys good traction in the Northern market. The company is now set to launch their range of products in the Western and other markets.

In addition to just signing new brands and a brand ambassador, the company has their media plan for the next few months in place. The TVC with Tiger Shroff has been shot that will air soon, along with dedicated ad campaigns.