The initiative aims to support dentists, dental students and oral care advocates in improving their digital storytelling and content creation skills so they can communicate oral health advice more effectively on social media.

The programme was developed by Omnicom Advertising’s dedicated team for Unilever and is structured as a workshop designed to address what organisers describe as a gap between dental expertise and digital content creation. Participants are trained to combine their clinical knowledge with creative social media formats to encourage better oral health habits and improve dental practice engagement.

The academy held its first workshop in March 2026, offering a syllabus that includes niche discovery, lighting and editing, on-camera presence, content formats, short-form storytelling techniques, personal branding, trend-based content strategies, and social media engagement skills.

To lead the programme, the brand invited Milad Shadrooh, a dental influencer known online as The Singing Dentist, along with Indonesian creators Zaki, Twomann and Vinco. The inaugural session is intended to serve as the first step toward building a larger community of dental professionals active on social platforms.

Madhurjya Banerjee, senior global brand director for oral care at Unilever, said, “Dentists are the backbone of oral health education, and Pepsodent has been proud to stand alongside this community for more than 90 years. In today’s digital world, great expertise at times needs an additional layer of storytelling to reach people.”

He added, “With TeethTalk Academy, we wanted to give back to the dental community by helping them build stronger, more engaging voices on social media. When dentists share their evidence-based advice in ways that are entertaining, accessible, and shareable, this not only helps improve oral health awareness, but also reduces anxiety around visiting the dentist. This is just the beginning, and we see strong potential to expand the initiative to more markets over time.”

According to the company, Indonesia continues to face significant oral health challenges. Many people avoid regular dental visits due to fear or misinformation. Approximately 96% of Indonesians did not visit a dentist in the past year, while only 2.8% of the population brush their teeth correctly.

The TeethTalk Academy initiative forms part of Pepsodent’s broader effort to evolve from a traditional family hygiene brand into a more culturally relevant voice in modern oral care conversations, working alongside Omnicom Advertising.

Speaking about the collaboration, Milad Shadrooh said, “For many people, visiting the dentist can feel intimidating, and that often starts with how oral care is perceived. Social media gives dentists a powerful opportunity to change that. When they show up in ways that are engaging, human and relatable, it can completely shift how people think about dental care. TeethTalk Academy is a one-of-a-kind initiative because it helps more dental professionals build that connection — not just in Indonesia, but potentially around the world.”

Sarvesh Raikar, regional creative lead at Omnicom Advertising, said, “Dentists spend years mastering oral health, but they’re rarely taught how to communicate in a social-first world. Today, many young people form their beliefs about health and oral care on social media. If credible oral care voices do not show up in these spaces in ways that feel authentic and engaging, misinformation can easily fill the gap.”

He added, “TeethTalk Academy was created to bridge this gap by helping dental professionals find their voice and connect naturally with audiences. Pepsodent is nurturing a new generation of ‘dentfluencers’, trusted creators who can shape healthier habits for the next generation.”

Following the initial launch, Pepsodent plans to expand the TeethTalk Academy across Indonesia and potentially other markets in the region, with the goal of building a larger network of dental professionals producing credible and accessible oral health content online.

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Developed in partnership with TBWA\Lintas (formerly Lowe Lintas) and built around the message, “Giving Kisses can be hard, but there is Hershey’s Kisses”, the campaign references the social hesitation that can accompany public expressions of affection in India. It also positions Hershey’s Kisses chocolates as an alternative way to convey romantic sentiment. The initiative includes a digital film, location-based outdoor executions, brand collaborations, and themed on-ground activations in Mumbai and Delhi.

The campaign also centres on a digital film depicting moments of “love interrupted”, in which young couples navigate social boundaries before turning to Hershey’s Kisses as a substitute gesture. The creative plays on the brand’s name to address what it describes as a familiar cultural tension around public displays of affection.

Beyond digital, the campaign features contextual outdoor hoardings across Mumbai, using humour and situational cues to reinforce the theme.

On the ground, Hershey partnered with quick commerce platform Zepto at the Zepto Valentine Prom Party, where a ‘Kisses Booth’ encouraged attendees to exchange chocolates. 

Moreover, on social media, the brand collaborated with oral care brand Close-up during ‘Chocolate Day’ and ‘Kiss Day’, inviting consumers to create personalised music videos through ‘Closeup Love Tunes’ and gift Hershey’s Kisses.

Commenting on the campaign, Kamy Devaguptapu, director at The Hershey Company India & APAC Market, said, “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed.”

She added, “Our campaign recognizes the cultural realities young Indians navigate while empowering them to share affection in their own way—making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”

On the other hand, Sarvesh Raikar, president (Creative) at TBWA\Lintas, added, “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one the world’s most distinct chocolates. India has always had a strong POV on PDA, and the conversations peak around Valentine’s Day.” 

He continued, “Unlike the west, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s, after all, the most fundamental expression of love.”

The integrated campaign spans digital, outdoor, and experiential touchpoints, positioning Hershey’s Kisses within the broader Valentine’s Day marketing landscape in India.

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