Conceptualised by McCann Worldgroup India, the film features narration and lyrics by Prasoon Joshi, with music by Shantanu Moitra.
Happydent, the popular chewing gum brand from Perfetti Van Melle India, has launched a new campaign titled “Chamking Gum: Chamka Muskaan, Jagmag Jahaan.” True to the brand’s iconic storytelling, the campaign revives its classic “bright smile” narrative-this time, to address the issue of public littering.
About the Campaign
Created by McCann Worldgroup India, the ad film takes a cinematic route to show how something as simple as a bright smile can spark societal change. Set to music by Shantanu Moitra and featuring lyrics and narration by Prasoon Joshi, the film follows a group of spirited performers who use red paint-and glowing smiles-to call out littering in everyday spaces.
Referencing the legacy of Happydent’s earlier classics like “Palace” and “Photographer”, this campaign is a fresh take that blends nostalgia with a purpose-driven message for modern audiences.
Leadership Commentary
Nikhil Sharma, Managing Director, Perfetti Van Melle India, said:
“At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. ‘Chamka Muskaan, Jagmag Jahaan’ reflects our intent to stay relevant with today’s consumers while remaining true to Happydent’s core identity. Our ongoing partnership with McCann Worldgroup continues to deliver meaningful, standout creative work.”
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, added:
“Happydent has always believed in the power of imaginative storytelling. This campaign celebrates the sparkling smile as a symbol of expression and purpose. It’s not just a tagline—it reflects the times we live in. As we engage modern, Gen Z audiences, we are proud to share stories with emotional depth and creative brilliance.”
Creative Perspective
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, shared:
“Writing for Happydent has always been close to my heart. This project was made possible thanks to the trust and collaboration of the Perfetti team. Special thanks to Nikhil and Gunjan for embracing bold ideas and granting us creative freedom. Visionaries like Sameer Suneja laid the foundation for this brand’s storytelling legacy. When I met director Vinil for this project, I knew he’d bring the script to life with craft and care. Every frame reflects that excellence.”
Credits
- Client: Perfetti Van Melle India
- Agency: McCann Worldgroup India
- Concept & Lyrics: Prasoon Joshi
- Creative Director: Prasoon Joshi
- Film Director: Vinil Mathew
- Music Director: Shantanu Moitra
- Lyrics & Narration: Prasoon Joshi
- Cinematography: Satchit Paulose
- Creative Team: Utsav Khare, Gaurav Kumar, Jeet Kalra, Abhishek Chaswal
