Tic Tac, the global confectionery brand from the Ferrero Group, has launched its latest youth-centric campaign, Thik Thaak Life-a high-energy music video that brings together viral music creator Yashraj Mukhate and contest winner Khushi Ahluwalia. The initiative is the latest chapter in Tic Tac’s ongoing efforts to blend music, positivity, and self-expression to connect with Gen Z.

As part of the Refresh Your Vibe campaign, Tic Tac invited aspiring creators to remix a beat crafted by Mukhate. The contest drew over 1,200 entries from across India. Khushi Ahluwalia emerged as the winner, co-creating a catchy track with Mukhate and starring in the campaign film.

The music video tells a simple yet empowering story: Ahluwalia faces rejection at an audition, but with Mukhate’s encouragement and a dose of confidence, she finds her voice again. The scene shifts to an upbeat café where she performs a rap, energising the crowd with her vibe. The moment is sealed when Mukhate places a Tic Tac on the table-symbolising a fresh start and the brand’s message of everyday upliftment.

The campaign continues Tic Tac’s tradition of leveraging music as a medium for youth engagement, while spotlighting emerging talent. From concept to co-creation, the project emphasises collaboration, creativity, and fresh perspectives.

Zoher Kapuswala, Marketing Head, Ferrero India, shared:
“With Thik Thaak Life, we wanted to craft something uplifting and relatable-something that speaks to the joy of bouncing back. Music is a powerful form of self-expression for Gen Z, and this contest proved just how strong that connection is. This is our third year collaborating with Yashraj, and together we continue to channel Tic Tac’s playful, optimistic spirit in a way that resonates with young audiences.”

The campaign is now live across digital platforms, social media, and outdoor media, using the hashtag #ThikThaakLife to spark conversations around positivity and creative self-expression.