Wrigley's Orbit reinforces oral care messaging

The new campaign, created by DD Mudra North, shows Deepika Padukone 'breaking up' with her sandwich to highlight the importance of oral care even as people 'eat, drink, chew'

BestMediaInfo Bureau | Mumbai | February 13, 2015

Click on the image to watch the TVC.

Wrigley's Orbit has launched its new TV commercial, 'Eat Drink Chew' featuring brand ambassador Deepika Padukone. The campaign, aimed at reinforcing the message of oral care, shows Padukone giving a master class in healthy oral care habits as she 'breaks up' with her favourite food – a sandwich.

Mimicking a real relationship, the clingy ex, played by an animated sandwich, protests at the break-up, claiming that she had just given him a 'love bite'. Padukone turns around and eats an Orbit Sugarfree gum, thereby finally saying goodbye to the clingy ex-lover. The film ends with Padukone showcasing a winning, shiny smile as the words 'eat, drink, chew' flash across the screen.

Sambit Mohanty

Commenting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North, said, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone, and the animated food character (sandwich) and their conversation about 'breaking up' lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the 'Eat, Drink, Chew' campaign strikes a chord with everyone and takes oral care to an even wider audience.”

Speaking on the new brand campaign, Deepak Iyer, Managing Director, Wrigley India, said, “The new TVC has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack,  However, it's easy to chew Orbit to get rid of the food that lingers a little too long around the teeth. While it's fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley's Oral Care message of 'Eat, Drink and Chew' and how OrbitÒ provides you with an oral care on the go solution.”

Observing that the campaign is a part of the brand's new look and feel, and is part of the new global packaging rollout in the Indian market, Iyer added, “The idea is to create a clean and fresh look for Orbit and capture the essence of Orbit as a solution for on the go 'clean teeth and fresh breath'. We have also planned activities with our key retail partners and customers as we expand footprint and the impact of the brand.”

Answering a question about the media mix for the campaign, Iyer explained, “Our current focus is to maximise our presence in TV and drive penetration. We consider digital medium as an important focus area. However, as of now, we want to tell our brand story through TV and reach households across the country.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Wrigley's Orbit

Creative Agency: DDB Mudra North

Creative Head: Sambit Mohanty

Senior VP: Radhika Das

Production House: Purple Vishnu Films

Director: Sainath Choudhury

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