Laxmi Dental Limited has launched a consumer awareness campaign for its Illusion Zirconia dental crowns featuring actor Madhuri Dixit, using family relationships to encourage greater consideration of dental treatment choices.
The campaign comprises two films, both set in a dentist’s clinic and follow adult children accompanying their parents during discussions about dental crowns. In one film, a son gives an indifferent response when asked which crown he would choose for his mother. In another, a daughter reacts similarly when asked about her father’s treatment.
The films then shift focus to the relationship between parents and their children, with Dixit reminding the characters of the care parents often take when making decisions for their children. The narrative ends with the children selecting Illusion Zirconia crowns.
According to Laxmi Dental, the campaign aims to encourage patients and families to participate more actively in discussions about dental treatment rather than leaving decisions to chance.
“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,” said Rajesh Khakhar, chairperson and whole-time director of Laxmi Dental Limited.
Dixit said the campaign was intended to raise awareness about the choices available to patients.
“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 Limited.
The new films use emotional storytelling to frame what is ultimately a healthcare decision, placing the focus on the relationship between parents, children and the choices families make on their behalf.