Happydent brings a cinematic twist to its iconic storytelling with “Chamak-ing Gum: Bright Smile, Radiant World”
New Delhi : One of India’s most popular chewing gum brands, Happydent from Perfetti Van Melle India, has launched a spectacular new ad film that is both captivating and purposeful. The new campaign, titled “Chamak-ing Gum: Bright Smile, Radiant World”, reimagines the brand’s iconic storytelling in a fresh, cinematic style — taking viewers on a visually rich and emotionally engaging journey that celebrates the magic of a bright smile and its power to inspire imagination and positive change.
Conceptualized and written by Prasoon Joshi of McCann Worldgroup India, and directed by acclaimed ad filmmaker Vinil Mathew, the campaign also sees the return of Shantanu Moitra as music director. The film has been thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose. At its heart is a narrative that revolves around a group of characters who, through vibrant visuals – notably the color red and dazzling smiles – highlight the issue of unnecessary littering in their surroundings. It’s an imaginative yet practical reminder that small acts of brightness can lead to significant social change.
Mr. Nikhil Sharma, Managing Director of Perfetti Van Melle India, said at the launch:
“At Perfetti Van Melle India, our focus has always been on building brands that are not only commercially impactful but also culturally and emotionally strong. Happydent is a true reflection of this philosophy. ‘Bright Smile, Radiant World’ reflects our commitment to staying relevant to today’s consumers while staying true to the brand’s essence. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.”
Mr. Gunjan Khetan, Marketing Director at Perfetti Van Melle India, added:
“Happydent has always believed in the power of creative storytelling — stories that don’t just entertain but connect with people. This campaign celebrates the bright smile as a symbol of imagination, emotion, and meaning. ‘Bright Smile, Radiant World’ is not just a tagline — it reflects the brand and the spirit of the times we live in. As we connect with the younger generation and modern audiences, we’re proud to create narratives that combine visual beauty with purpose and emotional depth.”
Mr. Prasoon Joshi, Chairman, Asia Pacific, CEO and CCO of McCann Worldgroup India, said:
“Writing for Happydent has always been very close to my heart. But this project wouldn’t have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special thanks to Nikhil, whose belief in bold ideas has always been inspiring, and to Gunjan, who gave us the creative freedom needed to aim high. They’ve both continued the legacy of visionary leaders like Sameer Suneja, who gave Perfetti advertising its unique identity. The day I met Vinil for this project, I knew he was the right person to bring the idea and script to life. His extraordinary sense of craft and storytelling shines through in every frame. A heartfelt thanks to my brilliant team at McCann – Gaurav, Jeet, Abhishek, Utsav – and to my longtime music partner Shantanu.”
The new Happydent campaign is more than just an advertisement — it’s a reminder of what’s possible when a brand dares to dream, smile, and feel deeply. Rooted in cultural traditions and everyday behavior, the film uses relatability, enthusiasm, and a simple message to show how small actions can inspire groups to become more responsible. With its rich, high-impact visuals, the campaign pays homage to Happydent’s great legacy — including memorable classics like the “Palace” and “Photographer” ads — while refreshing its appeal for today’s world.