Perfetti Van Melle India has launched a new cinematic campaign for its flagship brand Happydent, titled “Chamking Gum: Chamka Muskaan, Jagmag Jahaan.” The visually rich film, conceptualized by Prasoon Joshi of McCann Worldgroup India and directed by Vinil Mathew, revives the brand’s legendary storytelling with a fresh, purposeful narrative. Renowned music director Shantanu Moitra adds melodic brilliance to the campaign.
The ad showcases a group of performers using red paint and radiant smiles to highlight the issue of littering, blending imagination with a social message. The campaign seeks to connect with Gen Z through authenticity, creativity, and impact-driven storytelling—echoing Happydent’s timeless appeal.
Commenting on the campaign, Nikhil Sharma, MD of Perfetti Van Melle India, said the brand remains committed to building cultural and emotional relevance. Marketing Director Gunjan Khetan added the tagline “Chamka Muskaan, Jagmag Jahaan” captures both the spirit of the times and the heart of the brand. Happydent continues to enjoy strong retail momentum. Local distributors report an uptick in demand driven by engaging campaigns, with the latest ad expected to further energize visibility and connect with young, aspirational consumers in the region. https://youtu.be/c6az8K2Vado?si=OpodYHdAgnjQL0Ch
