Wrigley’s Orbit has rolled out a TV commercial, ‘Eat Drink Chew’ featuring brand ambassador and Bollywood actress, Deepika Padukone.
The new campaign reinforces the message of oral care and revolves around Padukone breaking up with her favourite food as she walks into an event with a lot of media presence.
The clingy ex, played by an animated sandwich, protests to the break-up, claiming that she had just given him a ‘love bite’. Padukone turns around and eats an Orbit Sugarfree gum, thereby finally saying goodbye to the clingy ex-lover. The film ends with Padukone showcasing a winning, shiny smile as the words, ‘eat drink chew’ flash across the screen.
Deepak Iyer, managing director, Wrigley India, said, “The new Orbit TVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack. However, it’s easy to chew Orbit, sugarfree gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of eat, drink and chew and how Orbit provides you with an oral care on the go solution.”
Sambit Mohanty, creative head, DDB Mudra North, added, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (sandwich) and their conversation about 'breaking up' lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes oral care to an even wider audience.”
Client: Wrigley India
Creative agency: DDB Mudra North