Perfetti Van Melle was launching Happydent White in 2005.
The international team was clear – Tweak the extremely successful international campaign to Indian tastes. A girl and a guy are going on their first date. The girl chewed Happydent before their date, and the boy gets floored by the bright white smile.
India is a betel and pan country. Apart from the red stains on the various walls, many Indians had ‘not white’ teeth stained by years of chewing pan.
Prasoon Joshi was convinced the international commercial will not work, and he also knew it would be difficult to convince the client of his discomfort and apprehension.
Prasoon proactively shot a film that was set in a photography studio, and the photographer used his assistant’s dazzling white teeth as a flash.
The objective was to move from the realms of functional to a fun and quirky one. Something which would stay top-of-mind. This was important, as brand loyalty in candies was poor, and the customer would only pick up, which they remembered!
Abhijit Chaudhuri directed this fun film.
Perfetti loved the film and decided to adapt it for the international markets with European models. Life comes a full circle.
Ismile pleeze!
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