Now, Happydent returns with an innovative campaign that fuses its signature humor and visual style with a message designed for today’s audience.
CNBC-TV18 had a conversation with Prasoon Joshi, CEO & CCO of McCann Worldgroup India, and Nikhil Sharma, MD of Perfetti Van Melle, discussing the creative resurgence, the timeless impact of storytelling, and what the future holds for one of India’s renowned advertising legends.
Below is an excerpt from the discussion.
Q: Let’s start at the very beginning. Take me back to the early 2000s, at the launch of Happydent. The creative concept that ignited a journey of storytelling has developed over the years. Can you share the first campaign ad for Happydent, especially since McCann has been a steadfast brand custodian since day one? It’s rare to see such a lengthy partnership between an agency and a brand. Let’s revisit those early days.
Joshi: Happydent is indeed one of the exceptional brands that has maintained a consistent identity built on strong ideas. It isn’t that Happydent didn’t explore conventional advertising methods. In those earlier days, the marketing team included brilliant minds from top institutions, applying what we now refer to as data—even back then, we had case studies from business schools. We would implement these ideas, assuming they would yield success.
Initially, I believed that even when we were exploring some formulaic approaches, like the typical “before and after” scenario, the notion of chewing gum in a country that primarily consumes supari… It’s not as if people are obsessively thinking they’ll score a date or enjoy a wonderful evening due to clean teeth. That’s a misconception. We advocate for dental hygiene, yes, but it carries a unique cultural relevance.
Therefore, I thought we should dive into a whimsical world brimming with humor and creativity. We crafted a narrative where a photographer’s assistant serves as a light source, or a person functions as a light bulb in a chandelier. This exaggerated, fanciful universe is what we developed. I especially thank Perfetti—Nikhil was younger then, but the entire team embraced that form of storytelling.
It was a storytelling technique the world hadn’t encountered before. That’s why it remains memorable, and now we’re unveiling something fresh once again. There’s continuity, belief, and learning for all of us—especially for myself. It has been a pivotal chapter in my career, filled with significant lessons and collaborations with incredible talents. This learning journey has not only been for me, McCann, or Perfetti but for the entire industry, discovering how effective it can be when you take people on a journey that you genuinely believe in. They will follow along.
Q: Are you excited to be back, Nikhil?
Sharma: I often tell people, this validates the work we undertake. When I visit colleges or play the Happydent Palace ad, people still respond with wonder. They tell me it gives them goosebumps. That’s something wonderful to hear.
Q: It’s heartwarming to see how it brings joy to people; leaving them with that feeling is undoubtedly a significant achievement.
Sharma: It truly revitalizes us. And Prasoon has graciously said that our collaboration has been remarkable. I believe the relationship between PVM and McCann regarding Happydent exemplifies the ideal agency-client partnership. Much of the work they’ve produced has broken through the noise and has always stemmed from genuine intentions.
We’ve had the opportunity to take bold leaps with the agency, knowing they operate from a place of authenticity. That intersection of trust and their capability to produce groundbreaking ads has created a touch of magic during this journey.
Q: Now, let’s focus on the category itself. How the concept of Happydent as an impulse purchase has been crucial in shaping its growth. Creativity has been vital in defining the narrative, but let’s not overlook the fact that this remains an impulse product. What insights do you have from those early days?
Sharma: The insight has remained consistent; no one is inclined to visit multiple stores in search of chewing gum. If it’s not available at one, they simply move on. Therefore, the sales team plays a crucial role in ensuring product placement, and they excel at it.
After that, the impact of the advertisement and its memorability come into play. It needs to be top-of-mind for consumers. When someone walks into a store and sees various products, what will resonate with them? It often isn’t a deeply considered choice. But when a commercial like Happydent’s is fresh in their minds, it makes a significant difference.
That has been the secret ingredient for all our brands, not just Happydent. The clutter-breaking communication and strong recall at the point of purchase indeed make a remarkable difference.
Watch the accompanying video for the full discussion.
