With the latest campaign, Happydent, the leading chewing gum brand from the house of Perfetti Van Melle, has operated in the area of highlighting issues to encourage audiences to ‘do good’ and help bring about positive impact in society. If you have ever thought of an issue you’d like to change or have worked to accrue support to help voice a solution to an existing societal problem, here is your chance to make your voice heard louder – by participating in the Happydent ‘Make a Dent’ contest.
The brand is urging consumers to shoot a maximum one-minute video ad film that throws light on the current social/civic issues concerning them. The idea behind the contest and these ad films is to bring the social issues of the society to the forefront and make people aware about them. Over the years, Happydent has been known for its creativity and quirkiness in its advertising. There is strong recall of their out-of-the-box concepts and consumers strongly associate the brand with sparkling white smile on the back of some iconic brand campaigns.
For this latest contest, the brand wants consumers to use their latest ad campaign ‘Dikha Battissi, Kar Baat Achi Si’ as the inspiration and reference point. Happydent wants consumers to choose a “Do-Good” route of their choice and use the brand’s asset of Sparkling Smile to send a similar positive message out to society.
If you are interested, here’s how you can participate. Candidates will have to visit the website https://brandequity.economictimes.indiatimes.com/makeadent, create a profile and submit their video entry as directed on the platform. This is a no holds barred contest where the brand is encouraging entries from the length and breadth of the country. The only stipulation is that participants and video creators will have to include a product consumption shot to add a layer of quirkiness to the entry in keeping with the tonality for which the brand Happydent is known.
The submitted entries will be evaluated by an esteemed jury led by Mr. Prasoon Joshi, Chairman of McCann Worldgroup Asia, CEO and CCO of McCann Worldgroup India and Mr Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India.
The entries for the contest are open now and the final date for submitting the entry is October 25. The brand will be announcing a total of 15 winners who will be awarded a prize of Rs 1 lakh each. There will also be a campus leg to this project through which the brand will reach out to select campuses for participation. The final list of the winners will be announced on the website in the month of December 2021.