Unilever's Pepsodent launches 'dentfluencer' academy to reshape oral care narratives

Unilever Indonesia’s oral care brand Pepsodent has introduced TeethTalk Academy for Dentfluencers, positioning it as the world’s first social media academy dedicated to transforming dental professionals and enthusiasts into credible, engaging digital creators.

Developed in collaboration with Omnicom Advertising’s dedicated Unilever team, the initiative aims to address what the brand describes as a growing “dental creator gap” – where expert voices struggle to cut through in an increasingly social-first media landscape. The programme is designed to equip dentists, dental students and oral care advocates with the skills to translate clinical expertise into compelling, accessible content.

The academy launched its first workshop in March 2026, offering a tailored curriculum spanning niche discovery, lighting and editing, on-camera presence, content formats, short-form storytelling, personal branding, trendjacking and audience engagement. As part of the programme, Pepsodent brought in global dental influencer Dr Milad Shadrooh, widely known as The Singing Dentist, alongside Indonesian creators Zaki, Twomann and Vinco.

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The inaugural session marks the first step in what Pepsodent envisions as a scalable, always-on ecosystem of “dentfluencers” capable of shaping public perceptions of oral health.

“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,” said Madhurjya (Banjo) Banerjee, senior global brand director, oral care, Unilever.

“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.”

The move comes against a backdrop of persistent oral health challenges in Indonesia. According to the brand, around 96% of Indonesians did not visit a dentist in the past year, while only 2.8% brush their teeth correctly – underscoring a significant gap in both awareness and behaviour.

For Pepsodent, the academy reflects a broader strategic shift from being a traditional hygiene brand to becoming a culturally fluent participant in contemporary health conversations. By empowering dentists to become creators, the brand is seeking to ensure that credible, evidence-based voices are present – and influential – in the same spaces where misinformation often spreads.

“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,” Shadrooh 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. 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,” added Sarvesh Raikar, regional creative lead at Omnicom Advertising.

Following its launch, Pepsodent plans to expand TeethTalk Academy across Indonesia and into other regional markets, building a growing network of dental creators positioned at the intersection of healthcare expertise and digital storytelling.

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