Wrigley's has come out with a new television commercial for Doublemint chewing gum. Conceptualised and executed by BBDO India, the TVC adopts the brand idea of 'Front foot pe chabao'.
Josy Paul, chairman and chief creative officer, BBDO India said, "'Front foot pe chabao' captures an attitude that we’ve seen in cricketers like Vivian Richards, Yuvraj Singh and Sehwag. For example, we’ve seen how Richards – while casually chewing gum - used to step out and hit the ball out of the stadium. Indian youth today have the 'front foot' attitude in good measure."
Paul added that Wrigley’s Doublemint identifies with this growing sentiment and the segment gives the youth direction and the license to maximise the moment with a certain light-hearted aggression.
The TVC opens with a shot of a traffic jam on the highway. A group of youngsters are waiting, bored in their car when suddenly a jeep breaks into their lane from the adjacent one and overtakes them. The youngsters, not amused by this, decide to teach the driver a lesson. Pop goes a Wrigley's Doublemint into their mouth and they step out of the vehicle to intercept the man driving the jeep.
They walk up to congratulate him. The man is puzzled. The group goes on to tell him that the Gods have blessed him with a child (which is why his hurry in driving his vehicle). Much to his shock and surprise, they hug him and suddenly break into a song and dance - similar to that enacted by eunuchs in India (wherein they bless a child, singing, dancing praying for its good health).
When the driver cries out that there is no kid in question, the group sings again asking him the rationale for cutting lanes on the highway. This is followed by a shot of Doublemint chewing gum and a super of the line Front Foot pe Chabao. This sets him straight.
Watch the TVC here
Creative agency: BBDO India
National creative director: Josy Paul
Executive creative director: Sandipan Bhattacharyya
Copywriter: Arjuna Gaur, Sandipan Bhattacharyya
Client servicing: Rajesh Sikroria, Hindol Purkayastha
Production house: Soda Films
Director (of the film): Rajesh Krishnan
Post-production studio: Famous Studios
Media used (TV/print/outdoor): TV, Internet, Cinema, OOH
Media agency: MediaCom
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