MMGB: Wrigley 'mints' a refreshing love story

Wrigley India has launched a film for its Doublemint Mints brand conceptualised by BBDO India. 

 

Set to a version of yesteryear Bollywood hit 'Ek Ajnabee Haseena Se', the film opens with a young woman moving into a new house, while a group of boys are playing football on the street. As she unloads the boxes, the ball rolls towards her. One of the boys runs to get it. They see each other for the first time. Love blossoms between the two as the film progresses, with Wrigley Doublemint Mints making an appearance now and then. At one point, she has to move to a different city. They keep in touch through video calls. She soon returns with an ecstatic embrace, surprising him while he's conducting a music class. 

 

On another day, she receives a call while driving. As she enters, she notices that the house is decorated with lights. She sees a string of Wrigley's Doublemint Mints boxes arranged upright in sequence on the ground, with a note that says 'Tap Me' alongside. As she taps the first one, it causes the rest of them to fall. The word 'Forever' forms with a heart sign, as he proposes on one knee. The girl sheds tears of joy. The film ends with the message, 'Start Something Fresh'. 

 

MV Natarajan, managing director, Wrigley India, said, “The Doublemint Mints TV advertisement fantastically weaves in the essence of connections that Doublemint stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”

 

Yogesh Tewari, marketing director, Wrigley India, added, “Doublemint boasts rich heritage and has been intrinsic to the Wrigley portfolio globally. With the launch of Doublemint Mints in India, we are launching our flagship product in the mints segment which endorses freshness and long lasting connections. Through a young couple’s journey of love, the advertisement brings out the essence of Doublemint that provides the confidence to be ready for any encounter full of possibilities. I am certain that our new advertisement will leave a sweet, fresh and long lasting impression on millions.”

 

Josy Paul, chairman and CCO, BBDO India, said, “The role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love – you can’t write it; you can only wish it. Love just happens when you are busy doing other things. That’s what this campaign is about! When I saw the offline of the film, I was moved to tears. I called Shoojit (Sircar) way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”

 

The film of 3 minutes and 30 seconds was released on YouTube on 21 October. A shorter edit started airing nationally the next day. 

 

Credits

 

Client: Wrigley

Brand: Wrigley Doublemint (Mints)

Creative agency: BBDO India

Production house: Rising Sun Productions

Director (film): Shoojit Sircar