Conceptualised by BBDO India, Wrigley introduces the recently launched Doublemint Mint with the ad film that depicts the story of two young lovers
BestMediaInfo Bureau | Mumbai | October 31, 2016
Wrigley has launched its flagship product in the mints segment, Doublemint, in India and a TVC that reiterates its proposition of freshness. The ad depicts the love story of Adi and Niara and encourages consumers to âStart Something Freshâ while making âlong lasting relationsâ.
The video features a young couple â 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 film revolves around the many facets of their relationship and their journey of letting go off hesitations and bonding over the âmoments of freshnessâ spent together. Doublemint Mints acts as the âenablerâ of connections, friendship, and love in the story. The TVC ends with a beautifully orchestrated marriage proposal. The film is set to a beautiful cover of the song âEk ajnabee hasina seâ, adding to the whole freshness feel.
Commenting on the campaign, Yogesh Tewari, Marketing Director, Wrigley India, said, âDoublemint 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 coupleâs 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.â
Josy Paul, Chairman and Chief Creative Officer, BBDO India, said the ad made him teary eyed. âThe role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love â you canât write it; you can only wish it. Love just happens when you are busy doing other things. Thatâs 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. Itâs not advertising, itâs 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.â
âThis has been such an interesting journey for me personally. We brainstormed and sorted through close to a hundred songs before settling on âEk ajnabee hasina seâ, 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,â said Shoojit Sircar.
Client: Wrigley India
Agency: BBDO India
Production House: Rising Sun Productions
Director: Shoojit Sircar