Happydent’s shine dims in overstuffed civic spin

Happydent, a chewing gum brand from the house of Perfetti Van Melle India, has launched a new ad film that takes a playful yet purposeful turn. The ‘Chamking Gum: Chamka Muskaan, Jagmag Jahaan’ (Shining gum: Shining smile, brightens the world) campaign rekindles the brand’s storytelling with a fresh, cinematic lens—celebrating the magic of a radiant smile and its power to inspire imagination, drawing viewers into a visually rich narrative world.

Conceptualised by McCann Worldgroup India, the campaign is led by creative leader Prasoon Joshi, who has written the lyrics for the background song and lent his unique voice to it, set to the music of Bollywood’s music maestro, Shantanu Moitra.

Rooted in cultural insights and everyday behaviour, the film blends relatability, warmth, and a subtle message to highlight how simple gestures can inspire collective responsibility. With rich, high-impact visuals, the campaign pays homage to Happydent’s iconic legacy—including memorable classics like the Palace and Photographer ads while evolving its storytelling for today’s world.

Commenting on the launch, Nikhil Sharma, managing director of Perfetti Van Melle India, shared “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.”

Gunjan Khetan, marketing director of Perfetti Van Melle India, added, “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, chief creative officer and CEO of McCann Worldgroup India said that writing for Happydent has always been close to his 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.”

He also thanked Khetan for giving the agency the creative freedom it 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,” Joshi added. 

Campaign’s take: Happydent’s latest outing, Chamka Muskaan, Jagmag Jahaan, leans hard into its legacy—quite literally flashing back to the brand’s gleaming heyday of inventive storytelling. Led by Prasoon Joshi and backed by McCann, the film places a troupe of performers in the spotlight, who, armed with radiant smiles and red paint, tackle littering with visual flair and a cheeky civic jab.

It’s a whimsical take, yes—but one that feels a tad too choreographed, trying to juggle too many moods: nostalgia, humour, morality, and Gen Z relevance. Crafted to appeal to a generation that craves authenticity and meaning, the ad is soaked in visual richness and earnest purpose.

But the sparkle here lacks the bite of Happydent’s iconic Palace or Photographer spots, which weren’t afraid to be absurd and audacious. This film plays it safer—brighter smiles, yes, but fewer laughs. In aiming to be profound and playful, it loses some of the zing that once made the brand unmissable. It’s still a happy chew—but maybe, this time, without the grin that lingers.

Credits:

Agency: McCann Worldgroup

Client: Perfetti Van Melle

Concept, writing and creative direction: 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