Perfetti Van Melle India’s flagship chewing gum brand, Happydent, has unveiled a visually captivating campaign titled “Chamking Gum: Chamka Muskaan, Jagmag Jahaan.” The campaign marks a return to the brand’s iconic storytelling roots while aligning with modern consumer values. Conceptualized by Prasoon Joshi of McCann Worldgroup India and directed by Vinil Mathew, the ad film features strong visuals and a social message centered on the impact of small gestures—like a smile—in addressing issues such as public littering. Music director Shantanu Moitra adds a familiar melodic layer to the narrative.
Perfetti’s strategic focus on visual storytelling and emotional engagement has positioned Happydent well among Gen Z and urban consumers. The campaign builds on the brand’s legacy while reinforcing a purposeful identity, aiming to boost brand recall and shelf visibility across urban and tier-2 markets.
local retailers and distributors report a noticeable uptick in consumer interest following the ad launch. With its high footfall zones and strong youth demographic, Siliguri has proven to be a responsive market for creative campaigns. Industry observers expect the campaign to support continued volume growth and brand stickiness in this key West Bengal trade zone. https://youtu.be/c6az8K2Vado?si=OpodYHdAgnjQL0Ch
