Happydent, the much-loved chewing gum brand from Perfetti Van Melle India, has launched a fresh and cinematic new campaign titled “Chamking Gum: Chamka Muskaan, Jagmag Jahaan.” With creative direction by Prasoon Joshi of McCann Worldgroup India and helmed by ad film director Vinil Mathew, the film revives the brand’s legacy of imaginative storytelling while appealing to today’s socially conscious youth.
Set against vibrant visuals, the narrative follows a troupe of performers using bright red paint and radiant smiles to spotlight the issue of public littering. It’s a visually compelling reminder that even small gestures, like a smile, can drive collective change. The music, composed by Shantanu Moitra, adds emotional depth to the film.
Perfetti Van Melle India’s Managing Director, Nikhil Sharma, emphasized the campaign’s intent to merge cultural relevance with brand values. Marketing Director Gunjan Khetan added that the campaign resonates with Gen Z through meaningful, visual storytelling. Happydent continues to enjoy strong visibility and brand affinity. Local retailers report growing interest among younger consumers drawn to Happydent’s creative and value-driven campaigns. The latest ad is expected to boost in-store engagement and reinforce the brand’s cultural connection in the Northeast region. https://youtu.be/c6az8K2Vado?si=OpodYHdAgnjQL0Ch