Happydent, a chewing gum brand from Perfetti Van Melle India, has released a new advertising campaign titled ‘Chamking Gum: Chamka Muskaan, Jagmag Jahaan’. The campaign presents a narrative that combines visual storytelling with a message about environmental awareness, using the motif of a smile.
This campaign is conceptualized and written by Prasoon Joshi of McCann Worldgroup India and directed by celebrated ad film director Vinil Mathew. It brings back Shantanu Moitra as the music director.
Mr. Nikhil Sharma, Managing Director, Perfetti Van Melle India, commented, “At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. Happydent perfectly embodies this vision. ‘Chamka Muskaan, Jagmag Jahaan’ reflects our strategic intent to stay relevant with modern consumers while staying true to the brand’s core. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.”
Mr. Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “Happydent has always believed in the power of imaginative storytelling—narratives that don’t just entertain, but connect. This campaign celebrates the sparkling smile as a symbol of imagination, expression and meaning. ‘Chamka Muskaan, Jagmag Jahaan’ isn’t just a tagline—it’s the spirit of the brand and the times we live in. As we engage with Gen Z and modern audiences, we’re proud to create stories that reflect purpose and emotional resonance with visual brilliance.”
Mr. Prasoon Joshi, Chief Creative Officer & CEO, McCann Worldgroup India, added, “Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgment goes to Nikhil and his belief in bold ideas. Along with Gunjan who gave us the creative freedom we needed to soar. They have kept the legacy of visionaries like Sameer Suneja who redefined Perfetti’s advertising. The day I met Vinil for this project I knew he would be the right person to give life to this idea and script. He has an exceptional eye for craft and storytelling, and it shines through in every frame. A shout out to my wonderful team at McCann Utsav, Gaurav, Jeet, Abhishek and my old partner in melody, Shantanu.”
The campaign seeks to continue Happydent’s history of distinctive advertising while aiming to connect with younger audiences.
