Happydent, from the house of Perfetti Van Melle India, has partnered with PVR INOX, India’s largest and most premium cinema exhibitor, to craft an in-cinema experience that’s quite literally lit – with smiles. Taking over PVR INOX Ambience Gurugram between July 18, 2025 to July 24, 2025, the collaboration brought Happydent’s latest campaign Chamking Gum: Chamka Muskaan, Jagmag Jahaan, celebrating the power of a radiant smile to stir delight, imagination, and social responsibility.
The installation brought storytelling to life with a series of immersive, light-led experiences that lit up the PVR INOX theatre space. As soon as audiences stepped into the lobby, they were greeted with a striking kiosk activation designed especially for young consumers, offering a fun, creative moment of interaction with the brand. Visitors could strike a pose as the AI-powered photobooth detected their smile and added a radiant touch, printing out a Polaroid with a sparkling smile. With a chance to win exclusive goodies, it quickly became a crowd-puller among young cinemagoers.
The screening hall also had an installation of an eye-catching human silhouette mounted over the projector, beaming light over the cinema screen.
Commenting on the unique campaign leg, Saurabh Nath, Category Head, Perfetti Van Melle India, said “At Happydent, we’ve always believed in the power of a sparkling smile—not just as a symbol of joy, but as a spark that can light up the world around us. This collaboration with PVR INOX is a natural extension of our latest campaign, bringing that philosophy to life in a truly immersive and playful way, allowing us to meaningfully engage with consumers wherever they are. By creatively reimagining everyday cinema spaces, we’re not only spreading smiles but also inspiring responsible behaviour.”
Gautam Dutta, CEO – Revenue and Operations, PVR INOX, further added, “Cinema advertising has entered a new era. It’s no longer just a media buy—it’s a full-fledged brand experience. The Happydent activation with Perfetti shows how smart, immersive storytelling inside our cinemas can bring campaigns to life and drive incredible brand recall. We’re seeing tremendous growth in this space, and it’s clear: brands not yet tapping into cinema are missing out.”
