Laxmi Dental Launches Illusion Zirconia Campaign With Madhuri Dixit
Laxmi Dental has launched a consumer awareness campaign for Illusion Zirconia dental crowns featuring Madhuri Dixit, built around two films that turn an ordinary moment of indifference into the whole argument.
- Brand: Illusion Zirconia dental crowns, made by Illusion Dental Lab, a division of Laxmi Dental
- Face of the campaign: Madhuri Dixit
- Format: two films, both set in a dentist's clinic
- Signature line: "When the dentist asks, 'Which crown?', it's Illusion Zirconia, hands down"
- Rollout: digital and social platforms, nationwide
What The Illusion Zirconia Films Do
They stage the same scene twice. In one film a son is asked which dental crown he would pick for his mother and answers "Whatever." In the other, a daughter gives the same answer about her father's treatment. Madhuri Dixit steps in at that beat to point out that the parents who always chose the best for their children deserve the same care in return, and both children then choose Illusion Zirconia.
The insight underneath is narrow and well chosen: patients are routinely offered several treatment options and hand the decision back to the dentist without thinking about it. The films do not argue that one crown is better. They argue that the choice is worth making at all, which is a far easier claim to land and a far harder one to dismiss.
Why A Manufacturer Is Advertising To Patients
Because the person who picks the crown has never been the person who pays for it. Dental crowns are specified by a dentist and bought by a patient who usually does not know the brand exists. A campaign like this is an attempt to create pull where there was only push, so that the patient asks by name.
Rajesh Khakhar, chairperson and whole time director at Laxmi Dental, said dental crowns are a long term investment in a person's smile yet many people are unaware of the choices available to them, and that the campaign was meant to encourage conversations between patients and dentists. Dixit said patients deserve to know what goes into their smile. Illusion Zirconia is manufactured with CAD/CAM precision using FDA and CE certified materials, and the company says more than three million crowns have been delivered across 28 countries, backed by a lifetime warranty. More campaigns.
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