Tic Tac, the confectionery brand from Ferrero Group, has launched its latest campaign, ‘Refresh Your Vibe’, in collaboration with music creator Yashraj Mukhate. The campaign introduces ‘Tic Tac Go’, an Indian adaptation of Tic Tac’s global signature tune.
The campaign builds on the brand’s association with music and youth culture, with the new film using music and participation to turn everyday routines into moments of self-expression. It marks the fourth consecutive year of Tic Tac’s collaboration with Mukhate.
At the centre of the campaign is the Tic Tac Vibe Van, which travels through Mumbai with Mukhate performing from its upper deck. People are invited to join the van, sing, dance and participate in the experience as it moves through the city.
The film begins with scenes of everyday routines, including tired faces, repetitive activities and scrolling, before the arrival of the Vibe Van changes the mood. As the music begins, people join the van and participate in a series of musical and dance moments, building towards a collective celebration.
The campaign uses the idea of music as a way for people to express themselves, with ‘Tic Tac Go’ serving as the musical property connecting the brand’s global signature tune with an Indian cultural context.
Zoher Kapuswala, Marketing Head, Ferrero India Subcontinent, said, "Music continues to be one of the strongest ways young people express themselves and connect with others. At Tic Tac, we believe freshness is about creating moments that spark joy and meaningful connections. With Refresh Your Vibe, we wanted to create more than just a music video, we wanted to create an experience that inspires people to step out of the everyday, express themselves freely and connect through the universal language of music. Our continued collaboration with Yashraj Mukhate helps us bring this vision to life in a way that is authentic, playful and culturally relevant."
The campaign will be extended across digital platforms through collaborations spanning music, dance and sports, with the brand continuing its focus on youth culture and self-expression.
