PROVO, Utah--()--Orabrush today announced that it has added Dr. Shekhar Mitra, former Procter & Gamble (P&G) Senior Vice President of Global Prestige and Beauty, Corporate Innovation to its board of directors. In this position, Mitra will share his considerable experience and insights with the Orabrush executive team to help guide the company’s strategic plan.
“It is difficult to find a company whose team has the right combination of genuine passion and innovative ideas for the new digital world, but I feel like I definitely have found that with Orabrush”
Under his leadership, P&G saw the creation and development of a number of successful consumer products, such as Crest Whitestrips, Crest ProHealth, Aleve Analgesic, Prilosec, and Old Spice Clinical Strength, among others. To date, Mitra has been awarded over 50 patents and was part of P&G’s Global Leadership Council as well as its Top New Business Innovation Team where he was charged with creating renewed innovation strategies and a pipeline of ideas for new business development.
“It is difficult to find a company whose team has the right combination of genuine passion and innovative ideas for the new digital world, but I feel like I definitely have found that with Orabrush,” said Mitra. “This team is poised to change the way that brands market and advertise online, and I am honored and excited to help them find new ways to build on the incredibly strong foundation they have already laid.”
Initially, difficulties in reaching its consumer base and selling its patented tongue cleaner through traditional marketing channels prompted Orabrush to develop its inventive “reverse marketing model,” which has helped the company cultivate a thriving online fan base through the use of YouTube videos. After nearly three years, the company has amassed more than 48 million channel views and is ranked as the one of the top subscribed sponsor channels on YouTube – just behind brands like Apple and Old Spice. Orabrush has transformed its online support into worldwide distribution at over 30,000 retail locations.
“Moving forward, I see Orabrush continuing to reinvent the way that brands reach and engage with consumers, and we are working to create an infrastructure that can support that growth and expansion of our model,” said Jeff Davis, CEO of Orabrush. “Shekar has made a name for himself as an innovation strategist and creative organization leader. He has a proven track record of enabling breakthrough category creating innovations. Our team will benefit greatly from his wealth of knowledge and breadth of experience, and we are all thrilled to have the opportunity to work with him.”
For more information about Orabrush, see the following:
- View the Orabrush YouTube channel at www.youtube.com/orabrush
- Buy an Orabrush online at www.orabrush.com
- Find a retail location carrying the Orabrush at www.orabrush.com/retail/find_store
- Follow Orabrush on Facebook at http://www.facebook.com/orabrush, and on Twitter at www.twitter.com/Orabrush
- View the Orabrush online press kit at www.orabrush.com/company/
Orabrush, Inc. (www.orabrush.com) is an e-commerce distribution platform that leverages social media marketing, with expertise in YouTube advertising, to commercialize innovative products. Using its "reverse marketing model" with YouTube, the company has delivered unprecedented results in awareness and conversion driving online to offline sales with the Orabrush tongue cleaner and enzyme-infused Orabrush tongue foam powered by Orazyme. With more than 48 million video views and more than 185,000 subscribers, Orabrush is one of the top subscribed sponsor channels on YouTube (just behind brands like Apple and Old Spice) and has more than 340,000 Facebook fans. Orabrush is in 15 countries, 75 retailers and more than 30,000 retail stores globally and has become the No. 1 tongue cleaner in the world.