When Sensodyne and Snapdeal bantered over a toothbrush, on Twitter

GlaxoSmithKline's oral healthcare brand will launch 'Sensodyne Expert' for sensitive teeth exclusively on Snapdeal.

Going truly digital, Sensodyne India indulged in some friendly banter with e-commerce major Snapdeal, to announce the launch of its toothbrush range 'Sensodyne Expert' for sensitive teeth. GlaxoSmithKline's oral healthcare brand, in a first, announced that its new range of toothbrush will be exclusively launched on Snapdeal.

Sensodyne India initiated the banter, from its official Twitter handle, asking Snapdeal if they had heard about the 'sensational news'. The e-commerce portal replied cheekily that 'if anyone knows about sensations, it's you'.

The Twitter conversation ended with the announcement of an exclusive tie-up between the homegrown digital platform and the global healthcare major.

A link took users to the Snapdeal page which states that 'Sensodyne Expert' will be launched shortly on its platform. Meanwhile, the oral healthcare brand will also provide Sensodyne Expert Kits free to the first 500 registrations received on Snapdeal.

While exclusive launches are no strange phenomena in the e-commerce business - with the likes of Flipkart launching mobile handsets and fashion e-commerce players launching international brands on their platforms - a global giant launching a toothbrush range is surely a first.

Launched in 2011, Sensodyne is targetted at people with sensitive teeth. Surpassing its competitor Colgate in 2013, Sensodyne was named India's No.1 'dentist recommended brand' for sensitive teeth last year by TNS, an independent market research firm that surveyed over 500 dentists nationwide.