Elder Healthcare promotes consumer wellness brands

Company Brief

New Delhi, August 08, 2008

There are more bacteria in your mouth right now than there are people on Earth! No one would want to converse to smells of onion, garlic, guthka, cigarette or stale food and hence oral hygiene along with freshness is of great importance to all and sundry.

Bad breath has been a concern for ages now, especially among the Indians. We all follow a set routine, of brushing our teeth first thing in the morning, but only brushing is not enough. It’s scientifically proven that not just brushing twice a day, but brushing correctly and using a mouthwash keeps teeth and gums healthier and fresher. There are other reasons for bad breath as well:

* Poor dental hygiene

* Dental problems.

* Dry mouth.

* Several illnesses and

* Gum diseases

In today’s scientifically advanced day and age mouthwashes are instrumental in helping tackling this embarrassing social problem. Some types of mouthwashes help to temporarily mask bad breath (halitosis) as well as rinse the area of debris and bacteria. Others are intended to coat the teeth with fluoride to strengthen them and help prevent decay. AMPM, a mouthwash by Elder Healthcare Ltd, contains Triclosan and Sodium Fluoride. Apart from removing bad breath, AMPM also kills the germs that cause it.

The use of a mouthwash is not a common practice amongst Indians and the old wives tale says that medicine has to taste almost intolerable in order for it to work. But this is not the case. Research has found 20% of people feel that taste prevents them from using a mouthwash as part of their daily oral care routine. Though most of the Indian mouthwash manufacturers don’t pay any heed to this, Elder Healthcare has done substantial research. Reinforcing this, Dr. Eric Mirza, Dental Surgeon and Prosthodontist, Hinduja Hospital says, “I agree taste is vital for a mouthwash, at the same time it should not compromise on the dental and oral health of the user, and on the contrary should enhance good dental and oral health. I myself feel that taste prevents me from using a mouthwash regularly. However, in that regard, AMPM mouthwash has a great flavour”.

Smokers in particular must use a mouthwash at frequent intervals. There's no escape from the fact that it's extremely bad for many aspects of your health including that of your mouth. Not only does is cause awful breath and staining of the teeth but it can lead to gum diseases and much worse.

We are all aware of the fact that a clean and fresh mouth helps boost one’s self-respect and confidence. Feeling fresh throughout the day definitely leads to a confident smile and a happier you.

The AMPM mouthwash comes in 6 different variants:

* AMPM Plus:

* AMPM Special

* AMPM Junior

* AMPM Plus 40 ml

* AMPM Special 40 ml and

Thus keeping this in mind and the general well being of the people, AMPM has left no stone unturned in trying to help Indians improve their dental health and hygiene.. With changing work environments and conditions, where people are wedged to a table and computer without uttering a word for hours, a dry mouth enables the accumulation of dead cells on tongue, gums and cheeks. These cells then decompose and cause odor. Thus the use of a mouthwash at frequent intervals would help leave a fresh and unsullied feeling in the mouth and thus preventing bad breath. Thus a mouthwash is essential not only to prevent bad breath but also to prevent oral cavity and plaque

A clean and fresh body is the mark of a fresh and happy person. Your mouth speaks volumes about whom and what you are; therefore along with physical freshness oral freshness is very essential. And for this AMPM is just the solution. Thus a fresh mouth leads to a happy mind and a happy smile.

For further information, please contact:

Corporate Voice|Weber Shandwick

Deepika Sinha

Tel: +91-22-40311208

Mobile: 9820781001

Email: deepikas@corvoshandwick.co.in