Happydent, from the house of Perfetti Van Melle India, has rolled out a campaign ‘Chamking Gum’, a cinematic reimagining of the brand’s iconic storytelling, celebrating the radiant power of a smile to spark imagination and wonder.

Conceptualised by McCann Worldgroup India, the campaign comprises an ad film. 

The film, penned and voiced by Prasoon Joshi, chief creative officer and CEO, McCann Worldgroup India, with music by Indian composer and musician, Shantanu Moitra, speaks to a generation that values authenticity, imagination, and purpose. It follows a troupe of performers who use bright smiles and red paint to spotlight careless littering turning a simple act into a gentle nudge for social change. Visually rich and emotionally grounded, the film nods to Happydent’s legacy storytelling while evolving its narrative for today’s world.

What we think about it: The film tries to reimagine the brands its iconic formula but ends up treading familiar ground. The narrative feels repetitive despite the intent to modernise. What truly lifts the campaign are its stunning visuals and polished craft.

Nikhil Sharma, managing director, Perfetti Van Melle India, said, “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.”

Gunjan Khetan, marketing director, Perfetti Van Melle India, added, “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.”

Joshi said, “Writing for Happydent has always been close to my heart. However, this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgement 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.”

CREDITS:

Client: Perfetti Van Melle

Agency: McCann Worldgroup

Concept and writing: 

Creative director: Prasoon Joshi 

Film director: Vinil Mathew

Music director: Shantanu Moitra 

Lyrics and singer: Prasoon Joshi Cinematography: Satchit Paulose

Agency creative team: Utsav Khare, Gaurav Kumar, Jeet Kalra, Abhishek Chaswal