HONG KONG/LEIPZIG, Germany: Bollywood’s biggest Gen-next star Deepika Padukone has joined up with the Indian Dental Association (IDA) and Wrighley India during a oral care marathon at the World Dental Show 2009 in Mumbai. The former model who had her break-trough as an actress in the 2007 feature Om Shanti Om became ambassador for Orbit Sugar-Free Chewing Gum in early 2009 and is representing the brand on public events since then. She is also the first actor in India to have partnered with a manufacturer to promote oral health benefits of chewing cum.

The record 24 hours dental check-up, called “Mumbai Smiles – IDA fights against the Tooth Decay” was aiming to provide free dental check-ups for underprivileged locals who cannot afford visiting a dentist on a regular basis, including school-children, elderly people and temporary workers. People with signs of systematic conditions, such as diabetes or cardiovascular diseases were examined by dental and medical experts from the University of California San Francisco, USA. The event was also accompanied by an online campaign through the course of October.

“Dental care in India still remains a neglected area and tooth decay has become common at a comparatively young age,“ Lt. Gen. Dr. Paramjit Singh, President of the IDA, said. “Through this initiative here at the World Dental Show, our organisation and Orbit sugar-free chewing gum is trying to generate awareness on dental health and oral regime”.

The World Dental Show, organised by the Indian Dental Association, is one of the biggest dental showcases in India. According to the organiser, more than 20,000 visitors including 19,000 dentists attended the first ever show held in early October. The event is supported by the Association of Dental Industry & Trade of India and the University of California, San Francisco.

The next edition of the World Dental Show is scheduled for October 2010.