Happydent celebrates the power of a bright smile via new McCann Worldgroup India campaign

McCann Worldgroup India has partnered with Perfetti Van Melle India to launched a new campaign for Happydent titled “Chamking Gum: Chamka Muskaan, Jagmag Jahaan.” This campaign revives the brand’s iconic storytelling through a refreshed, cinematic perspective. At its heart, it celebrates the power of a bright smile and its ability to light up the world with joy and positivity.

Created and written by Prasoon Joshi, Chief Creative Officer and Chief Executive Officer, McCann Worldgroup India, and directed by celebrated ad film director, Vinil Mathew, with Shantanu Moitra as the music director, the campaign is thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose.

At the heart of the film is a storyline revolving around a group of contortionists who, with the help of striking visuals, red paint and bright smiles, highlight the improper conduct of needlessly littering their surroundings. It is a humorous, yet insightful reminder that small acts of brightness can spark larger societal change.

Rooted in cultural insights and everyday behavior, the film blends humor, 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 introducing a contemporary aesthetic that resonates with Gen Z and new-age consumers.

Happydent’s “Palace” (also created by McCann Worldgroup) is widely regarded as a milestone in Indian advertising. Recognized by ‘The Gunn Report’ as one of the 20 best commercials of the 21st century, the film remains a high watermark in storytelling, craft and cultural impact.

Nikhil Sharma, Managing Director, Perfetti Van Melle India, said: “At Perfetti Van Melle India, 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. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.”

Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India, said: “Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. I’m proud that this builds on our legacy of strategic creativity and continues to shape brand storytelling.”

The campaign has launched nationally in India and supported through an integrated media strategy spanning television, digital platforms and on-ground activations. It reaffirms Happydent’s enduring identity while ushering in a bold new era of brand expression.

Go behind the scenes in this interview with Prasoon Joshi and Nikhil Sharma, MD of Perfetti Van Melle India, on CNBC.