Genesis of the brand
Aquawhite is a proprietary brand from the house of JHS Svendgaard Laboratories Limited (JHS), a 25 year old company, listed on the Bombay Stock Exchange & National Stock Exchange, with expertise and capability in manufacturing oral health products – primarily toothpaste and toothbrushes.
The company has been manufacturing products for renowned brands like Meswak & Babool of Dabur, Toothbrushes for Dabur, OralB, DantKanti Toothpaste & Toothbrush of Patanjali, Amway etc and has manufactured for Colgate, P&G in the past.
With 25 years of experience and expertise in the segment, it was a natural evolution for the company to start on the path of building own brand – Aquawhite, back in 2013. Since inception until now, the brand has consolidated its portfolio with both adults and kids range of oral healthcare products.
The focus on Kids segment
The impetus on product innovation and tactful use of licensing of kids favourite characters has led to a strong portfolio targeting the kids and the company is all set to make the mundane brushing activity all the more fun and exciting for kids i.e. by developing kids friendly products promoting Better Health / “Two Two ka Formula”.
Innovation in design and formulation
The products are testimony to the innovative approach.
The toothbrushes are specially designed to help the children understand “Two Two ka Formula” with products like 2 minute auto off ‘Music in the toothbrush’, 2 minute auto off ‘Flash light in the toothbrush’ and sand timer to time the brushing. These are flagship models that demonstrate innovation at its best and make kids brush for the stipulated time in a playful manner to aid the habit formation. The licensed usage of characters like Chotta Bheem, PAW Patrol and other like those is utilised in a manner that integrates the characters into the products.
The toothpastes are formulated in a manner that ensures the products are safe for children. They are fluoride free and various flavours are aimed at making the brushing more enjoyable for the target audience.
The Character associations
Aquawhite is the ONLY brand that has a huge kids character in its portfolio.
Official brand-tie-ups and licensed usage of popular & favourite kid`s characters like – Chotta Bheem, Chutki, Shimmer & Shine, PAW Patrol, Pokemon, Spongebob Squarepants, Angry Birds, Peppa Pig, Shiva give us an edge over competition. This makes for an instant connect with the kids aiding attraction, thereby giving their mothers one less reason to worry about.
The Celebrity Association
Tiger Shroff – A favorite among kids and a sure shot strong driver of brand awareness
The emphasis of communication is on the basic proposition of the brand being a playful partner to kids to aid the healthy habit of brushing for 2 minutes, 2 times a day. To the mother, the brand is a helping hand who alleviates the task of brushing which is hitherto been a difficult one.