Happydent-Muskurale Jagmagale

All those who have seen the HappyDent White ad are sure to have had a good laugh. It is a great example of an ad that is ingenious, has a good idea, sponsors the product well and is executed flawlessly.

For those oblivious to the advertisement, the ad begins with a skinny man running towards a palace at dusk, acknowledging his team members on the way. The setting is that of a small town. As he passes his collaborators, you see them positioned as headlights of the car, lamps to the street poles, as focus lights on pillars and as spotlights at the tennis court finally ending at the grand chandelier above the royal dining table.
An old man (Assumingly, the king) slowly limps to the dining table. The young man rushes ahead, popping a happy dent chewing gum into his mouth. He takes his position, hanging at the center of the chandelier, at which point the king reaches the dining table. As soon as he chews the Happy dent White, he radiates light, thus brightening the whole palace. Simultaneously, all the others do the same, lighting up the whole town.
The idea is not just out of the box, it really holds the product in good stead. The concept, music, composition, lighting and execution are impeccable. One can say that it is a bit exaggerated, however the video narration is so good that it will leave you with a smile. It has a nice little jingle that suits the setting and rings in your head long after the viewing. It has a top-of-mind recall value that sets it apart from its competitors. The ad lives up to its brand promise – Muskurale, jagmagale
The size of India’s gum industry is roughly around Rs. 1000 crore. The European chewing gum maker Perfetti van melle occupies a 30% of this market with products like HappyDent, Alpenlibe and CenterFresh, Chlormint and Mentos. With ad campaigns like the HappyDent, PVM should remain assured that this market share is only going to boost with ads that has its products identifying with their favourite advertisements.

Ramya

(2 votes, average: 4.50 out of 5)
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Image Source: [http://nofatclips.com/02010/02/27/maraja/happydent-white-sparkling-smile.jpg]