The two-film campaign uses a family conversation around dental crowns to encourage patients to take a more informed approach to treatment choices.
Laxmi Dental has launched a new consumer awareness campaign for Illusion Zirconia Dental Crowns, featuring actor Madhuri Dixit. The campaign comprises two films that look at how families approach dental treatment decisions for their parents. In both executions, a son or daughter is asked which dental crown they would choose for a parent and responds with a casual ‘Whatever.’ Dixit then challenges the indifferent response, drawing attention to the care parents typically put into making decisions for their children. The films ultimately lead the characters towards choosing Illusion Zirconia.
Rajesh Khakhar, chairperson & whole-time director, Laxmi Dental, said: “At Laxmi Dental, we believe that every patient deserves to make informed decisions about their oral health. Dental crowns are a long-term investment in a person’s smile, yet many people are unaware of the choices available to them.
Through this campaign, we wanted to encourage meaningful conversations between patients and dentists while reinforcing the importance of choosing quality dental solutions. Illusion Zirconia combines advanced CAD/CAM technology with trusted craftsmanship, helping dentists deliver restorations that patients can rely on with confidence.”
Madhuri Dixit said, “When it comes to choosing dental crowns, I believe patients deserve to know what goes into their smile. That’s why I’m happy to partner with Illusion Dental Lab, a division of Laxmi Dental. With over 3 million Illusion Zirconia crowns trusted across 28 countries, they bring together advanced CAD/CAM precision and consistent quality; helping dentists create beautiful smiles and giving millions of patients the confidence to smile freely.”
The films close with the line, ‘When the dentist asks, ‘Which crown?’, it’s Illusion Zirconia, hands down,’ encouraging consumers to discuss their available treatment options with their dentists. Manufactured by Illusion Dental Lab, the crowns use CAD/CAM technology and FDA- and CE-certified materials. The company says more than three million Illusion Zirconia crowns have been delivered across 28 countries. The campaign will run across digital and social media platforms.
