India’s favorite chewing gum brand, Happydent, from the house of Perfetti Van Melle has been serving the palates of Indian consumers for decades and is known for its clutter breaking advertising. Consumers in India strongly associate the brand with white teeth which has over the years manifested itself in the form of “White Light” in its advertising.
Recently in Nov’20 the brand introduced a new advertising with a new tagline “Dikha Battissi, Kar Baat Achhi Si” through which it has given a meaningful role to the “White Light” by throwing light on social causes which are important for betterment of the world around us. With this as the background, ETBrandEquity in association with Happydent is launching this campaign – #MakeADent contest where it urges consumers to bring out their creative side to shoot a one-minute long video ad using any device of their choice including mobile phones around brand’s new positioning route Dikha Battissi, Kar Baat Achhi Si and develop the ad to throw light on a social/civic as per their choice.
As sparkling smile is inherent to the brand’s positioning and in our latest ad too the protagonist consumes Happydent Chewing gum before throwing light it is compulsory to show consumption of any Happydent gum before showing “Sparkling Smile or White Light” emanating from the sparkling teeth in the ad. Consumers from all walks of life across the country can participate in the contest. The shortlisted entries will be judged by an esteemed jury led by Mr. Prasoon Joshi and Mr. Rajesh Ramakrishnan and 15 winners will be announced at a later date. So hurry up and do not miss this opportunity to be the one to #MakeADent.
News Source : Economic Times
