Thirteen years after Happydent's Cannes winning piece of work which showed people generating light with their Happydent sparkling white teeth, the brand has rolled out a film based on the same theme.
Conceptualised by McCann Worldgroup, the film has an added message - that of doing good. The film is based in a packed bus in Mumbai. A lady politely asks two men to vacate the ladies seat and her request is met with denial as the men state that they can't see the sign board. Two youngsters sitting nearby decide to help. They open a pack of Happydent and consume the mint, post which they flash their powerful white smile on the 'Ladies Seat' sign clearly marked over the assigned seat. Other co-passengers join in too and the two men sheepishly get up from the seat and get out from the bus. The film ends with the tagline – ‘Dikha Battissi Kar Baat Achhi Si’ (do something good with a smile).
Rajesh Ramakrishnan, managing director, Perfetti Van Melle India, said, “Chewing gum is a segment that does not require much deliberation when it comes to purchase. Happydent has always brought a smile through its quirky and humorous communication which are centered around the benefit of bright and sparkling smiles. The new campaign is an extension of this very philosophy, where the brand also plays a more meaningful role in the lives of the consumers.”
Rohit Kapoor, director - marketing, Perfetti Van Melle India, said, “Happydent is one of our power brands in the country and enjoys immense love and adulation amongst the Indian audience. Through the new TVC, we continue to own the space of ‘sparkling smiles’ coupled with a strong purpose of awakening social consideration, a value that should be embraced in today’s challenging times. Nothing is more rewarding than a sparkling smile which can help you challenge and change habitual mindsets and nudge a small change. It was important to keep the legacy of the Happydent ad intact yet make it more relatable and relevant to the social situations of our consumer’s life and this new TVC does full justice to the brand proposition.”
Prasoon Joshi, chairman - Asia Pacific, CEO and CCO, McCann Worldgroup, said, “Happydent is a brand that one has partnered and nurtured since its launch in India. It’s been an incredible journey of ideas which have connected with the consumers at many levels. There are always high expectations around Happydent’s communication and with this recent one, we are attempting to layer a relevant social dimension to the brand’s work. I am positive that this too shall connect with the audience."
Client: Perfetti Van Melle
Director marketing: Rohit Kapoor
Associate director - category: Ritesh Sud
Group product manager: Harshdeep Singh
Brand manager: Saket Jain
Creative agency: McCann Worldgroup
Chairman - Asia Pacific, CEO and CCO - India: Prasoon Joshi
ECD, head of creative New Delhi: Kapil Batra
Director: Prakash Varma
Production house: Nirvana Films