Wrigley India ‘Starts Something Fresh’ with its new TVC campaign

Showcases the all new Doublemint Mints on the onset of a beautiful love story of Adi & Niara

Mumbai, October 22, 2016: Wrigley’s Doublemint© today released a new advertisement that depicts an absolutely heartwarming love story of a young boy Adi & his new neighborNiara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se”, originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint© Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘Start Something Fresh’ whilst making ‘long lasting connections’.


Commenting on the TVC campaign launch, MV Natarajan, Managing Director, Wrigley India said, “The Doublemint© Mints TV advertisement fantastically weaves in the essence of connections that Doublemint© stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”

Yogesh Tewari, Marketing Director, Wrigley India commented, “Doublemint© boasts rich heritage and has been intrinsic to the Wrigley portfolio globally. With the launch of Doublemint© mints in India, we are launching our flagship product in the mints segment which endorses freshness and long lasting connections. Through a young couple’s journey of love, the advertisement brings out the essence of Doublemint© that provides the confidence to be ready for any encounter full of possibilities. I am certain that our new advertisement will leave a sweet, fresh and long lasting impression on millions.”

The advertisement features the love story of a young couple – Adi, a simple and shy boy and Niara, a bubbly and full of life girl, who meet through a chance encounter and start the journey of their beautiful relationship. The advertisement-film revolves around the many facets of their connections, over their ‘firsts’ – first eye contact, first movie date, first dance – and their journey of letting go off hesitations and bonding over the ‘moments of freshness’ spent together. Doublemint© Mints acts as the ‘enabler’ of connections, friendship, and love. The TVC ends with a beautifully orchestrated marriage proposal, with the many kissed Doublemint© Mints boxes, given by Niara to Adi through their ‘connections’ journey. With Adi finally on his knees, this Doublemint© love story is this year’s sweetest love story, full of connections!
 
Josy Paul, Chairman & Chief Creative Officer, BBDO India added, “The role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love – you can’t write it; you can only wish it. Love just happens when you are busy doing other things. That’s what this campaign is about! When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”

Shoojit Sircar, the Director Doublemint© Mints’ new TVC, commented, “This has been such an interesting journey for me personally. We brainstormed and sorted through close to a hundred songs efore settling on ‘Ek ajnabee hasina se’, which fits beautifully to the story. And we have added   a refreshing take to this Bollywood classic. This TVC debuts with fresh faces who have brought Adi and Niara to life. The actors, Banita and Shubham, beautifully portrayed the innocence of a first time love story with absolute purity. This advertisement aims to tell a simple tale of a young couple embarking on a new connection infused by the freshness of Doublemint© Mints. We are confident that this romantic story will strike a chord with millions.”

The advertisements will be released on YouTube starting October 21, 2016 and will be aired nationwide starting October 22, 2016.

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