Doublemint freshens up conversations

Doublemint has rolled out a campaign 'Thandi Si Sharaaratein' (cool pranks) to reiterate its #StartSomethingFresh positioning. 

Conceptualised by DDB Tribal, the film encourages people to engage in meaningful conversations. Through music, it captures the excitement and playfulness of connecting with someone new and getting to know them. The film aims to showcase how the brand can help people gain the confidence they need to break the ice and #StartSomethingFresh.

Varun Kandhari, marketing director, Mars Wrigley India, said, “Through this ad, our primary goal was to foster new connections among the youth. We build upon our brand ideology of 'Start Something Fresh' to present a captivating story that embraces the essence of Doublemint. Symbolic of the connections we form through simple interactions, we used the cool breath experience as a visual device with the craft of humour and music to create a memorable ad. Following the film's release, our campaign will seamlessly transition into the digital space with engaging and innovative digital content across various platforms. Kudos to the creative team for brilliantly capturing this vision through a fresh story.”

Iraj Fraz, creative head, DDB Tribal, said, “Doublemint exists to create new connections. So, here’s a fresh story to take forward Doublemint’s platform of 'start something fresh', where a connection is made through a visual device of the cool breath that comes out when you’ve had Doublemint. The song, the geography, the jokes, and the casting have just all come together to form a charming film. The campaign will continue digitally, using the visual device of Doublemint’s cool condensation.”