Happydent, the chewing gum brand from Perfetti Van Melle, has always been known for its quirky advertisements. Indian consumers are well acquainted with the product’s proposition of leaving one with sparkling white teeth.
In November 2020, the brand rolled out a new ad marking the end of a 10-year-long hiatus. The advertisement came with a new slogan: Dikha Battissi, Kar Baat Acchi Si. The new tagline gave the sparkling white teeth achieved after chewing Happydent a new purpose: to shine a light on social causes which will make the world around us a better place.
Now, in 2021, in partnership with ETBrandEquity.com, Happydent is giving fans an opportunity to get creative and shoot their own version of a Happydent ad with Dikha Battissi, Kar Baat Acchi Si as the theme through the #MakeADent contest. The idea is to throw light on a social cause that the participant believes needs to be highlighted, using the beams of light that emanate from one’s teeth after chewing Happydent gum.
The contest is open to participants all over India and can be shot on a smartphone. There’s no requirement for a professional camera, and the videos need to be a maximum of 60-seconds long.
The shortlisted entries will be judged by an esteemed jury led by Prasoon Joshi of McCann Worldgroup India and Rajesh Ramakrishnan, managing director of Perfetti Van Melle. Fifteen winners will be selected and awarded a sum of ₹1 lac each.
Interested candidates can go to www.makeadent.co.in and submit their entries.