1. Happydent Gum
Group - 7 “Muskura Le Jagmaga Le” - Since 1970

2. Introduction
• Popular traditional confectionary item
• Made of Chicle, a natural latex product
• Per-capita consumption in India – 8 per year
• Indian chewing gum market is estimated to be about 1000 Crore
• It comes under the category of Impulse Purchase
• Has been helping in Health Awareness
• Huge potential in Indian Market

3. Perfetti Van Melle India
• Perfetti Van Melle was established in March 2001 through
the merger of Perfetti S.p.A and Van Melle NV
• Started Indian operation in 1994 with Centre Fresh brand
• More than 15 brands. Ex. Alpenliebe, Mentos etc.
• Manufacturing units in Gurgaon & Chennai
• Revenue of the company is approx. 1000 Crore
• Owns approximately 30% market share in India
• Network of around 4,500 distributors spread across 2000
urban towns.

4. Happydent Brand
• Perfetti launched the brand `Happydent‟ in 1970
• Was introduced as the ayurvedic functional gum in the
healthcare category
• Contains baking soda as ingredient that provides the benefit
of keeping teeth naturally white
• Focuses on the healthcare aspect
• Cheap and affordable
• Starting with a market share of 6% now has a share of more
than 25%
• Happydent ads have a 90% recall rate because of its
concepts.

5. Happydent Brand
Variants
• Happydent White
• Happydent Wave
• Happydent Protex
Positioning
• Whiteness
• Teeth Strength
• Sugarfree Gums

6. Happydent Advertising
The Happydent ads are mainly focused on the Humor Emotional
Appeal. This causes consumer to –
• Watch
• Laugh
• Remember
The ads of Happydent got a huge attention, and therefore
succeeded in 99% of its objective.

7. Happydent Advertising
TV Commercials
Tera dil roshan,
Title Tera mann roshan
Creative Prasoon Joshi
Director
Art Director Prem Shankar
Suresh PV
Hari Prasad
Abhilash Divakar
Copywriter Nikhil Narayanan
Suzanna Kurian
Creative McCann Erickson
Agency
Photographer N Sugathan
Release April, 2006

8. Happydent Advertising
TV Commercials
Title Photographer/Smile
Creative Prasoon Joshi
Director
Art Director Prem Shankar
Suresh PV
Hari Prasad
Abhilash Divakar
Copywriter Nikhil Narayanan
Suzanna Kurian
Creative McCann Erickson
Agency
Photographer N Sugathan
Release June, 2007

9. Happydent Advertising
TV Commercials
Title Daant tale diya jale
Creative Prasoon Joshi
Director Abhijit Chaudhuri
Art Director Prem Shankar,
Suresh PV,
Hari Prasad,
Abhilash Divakar
Copywriter Talha Bin Mohsin
Creative McCann Erickson
Agency
Photographer Mitsuo Suzuki
Release April, 2009

10. Happydent Advertising
Digital Commercials
Title Daddu ki Amanat
Art Director Prabhat Bhatnagar
Credits Laven Chauhan
Samrat Ray
Ashima Bawa
Neha Bahl
Anupam
Creative Webchutney Studio
Agency Pvt. Ltd
Release 2009

11. Happydent Advertising
Digital Commercials

12. Happydent Advertising
Digital Commercials

13. Happydent Advertising
Print Commercials
Features 3 most influential people in the human history to
spread smile among people.

14. Happydent Advertising
Campaign Analysis
What is particularly striking about this campaign?
• Humorous and striking
• Creativity in the Ads
• Promoting “Sparkling and Strong Teeth”
• High brand recall
• Effectively conveys the message
Why does Happydent campaigns work ?
• Be it happydent‟s "tera dil roshan, tera man
roshan" ad campaign or Happydent Wave “Daaton
tale, diya jale” campaign one common thread in all
these is the amazing difference it brings to one‟s life.
• The message is communicated in a manner that is not
subtle, but at the same time creates an exaggeration
that does not put off the audience.

15. Happydent Advertising
Brand Analysis
Happydent has been positioned as a functional gum which means
it imparts some practical function along with usual enjoyment
provided by traditional chewing gum, thus enticing the consumers.
Brand Promise
Happydent contains Baking Soda in Happydent helps in
maintaining natural whiteness of the teeth. It has also
been scientifically proven that chewing gum helps in
getting healthy and strong gum
Brand Personality
• Old, humorous, low-class
• Never sponsored any event, promotion or used any
celebrity endorsement

16. Happydent Advertising
Brand Analysis
Brand Identity
• High recall value of the brand variants due to the cult identity
• The brand identity of Happydent is sparkling and strong teeth
Brand Relationship
Created emotional touch by using subjects from day-to-day life like a
servant or a spot boy
Brand Culture
The value of brand culture comes out when companies give its
consumers something to believe in.
Happydent stands for a brand that symbolizes “Smart”, ”Humorous”
and “Cool “ approach towards life. It stands for consistency,
Accessibility and Commitment.

17. Happydent Advertising
Brand Analysis
Brand Semiotics
• Color of Happydent White is light blue with shades of white all over
it that clearly coveys the benefits of shining and strong teeth
provided by its mint.
• Happydent wave the green colour of packet symbolizes sparkling
healthy teeth
• Green color package of Happydent Protex with texture of blue is
conveying message of other two variants i.e. strong and healthy teeth
Brand Equity
Three Pillar model factoring in the components – Price Premium,
Brand Loyalty and Market Share gives a definitive measure of brand
equity. Happydent scores high on Price Premium and Brand Loyality
but has relatively lesser market share as compared to Orbit.

18. Agency Pitch
Situational Analysis
• Functional Gum category is increasing in size
• Indian consumers are not that dental health conscious
• Current ads of Happydent mostly emphasize on the aspects of
“whitening of teeth”
• There is no focus on strengthening of teeth aspect except for Happydent
Protex
• Happydent Protex ads are not shown on TV, It is internet only ad, hence
reach is limited
• Happydent Ads do appeal but mostly to male audience; not a single ad
shows girls/woman consuming Happydent
• Another benefit of functional gum, which is weight control, is not
conveyed by current campaign
• Overall brand recall of Happydent is very high

19. Agency Pitch
Competitor Media Analysis
• First serious of ads ― It„s Working!!
• Based on humor appeal
• Had high recall
• In 2009, Wrigley became official gum partner for all IPL teams
• Launched - Orbit 12th Man Contest
• Contest received more than 2.5L SMS responses
• “Khaneke baad”
• Humour appeal based
• Focused on health conscious consumers
• Emphasizes on consumption of Orbit after meals
• Everyday Magic.
• Focused on smile aspect of white teeth
• Orbit was projected as more or less life style product

20. Agency Pitch
Competitor Media Analysis
• Only Indian Dental Association certified gum
• Little bit of humor appeal
• Message ― Helps prevent tooth decay !!
• Currently Deepika Padukone is Brand Ambassador
• Message ― Helps prevent tooth decay !!

21. Agency Pitch
Observation of Orbit Medial Campaign
• Used humor appeal, but recent ads do not use it
• Projected in multiple dimensions
• teeth whitening
• dental health
• life style
• Brand recall of Orbit is much lesser than that of Happydent

22. Agency Pitch
Elements - adapted, changed, reinforced
• Teeth whitening is being reinforced to different (female) audience
• Teeth strengthen is being adapted for TV audience
• There will be other change, humor appeal will remain unchanged
Target audience
• teenagers and young adults
• mostly female
• somewhat dental health conscious
• focus on beauty of smile

23. Agency Pitch
Rationale behind approach
• Happydent is mostly focused on male audience.
• Orbit is also being targeted towards woman via Deepika Padukone ads or
Everyday Magic ads.
• To make brand appeal holistic, to all in certain age group; new campaign
is required.
Media schedule
• Choice of media: TV, family program, woman„s program. Mostly
lifestyle program on NDTV Good Times, MTV, Channel V or other TV
channels which attracts modern female audience
• Timeline: Evening TV
• Frequency: Burst of high frequency ads for 3 days after 1 or 2 weeks
• Volume: Lower volume

24. Agency Pitch
Tracking Response & Effectiveness
• Survey among urban teenager and young adult female
can be done to examine recall of brand.
• The campaign will be focused on female consumers. Buying behavior of
females can be tracked to check if desired effect has been achieved.
• Considerable sales of Happydent happen through paan shops or as a
single product through medical or kirana shops. Girls are least likely to
buy from paan shop. Change in sale of big pack in retail sales compared
to single rupee pack on paan-shop will help in calculating effectiveness
of ad on buying behavior.
Limitations
• Women are not major consumer of Happydent or any gum for that
matter. If ad is not appealing enough, it may not have expected effect.

25. Agency Pitch
Creative Proposition
Story Board
Scene1- Mother is telling the famous story of Thirsty Crow to her son from
the book.
Scene2- Here the story goes into visualization- a crow searching for water,
finds a pot, but there was very little water in it and the neck of pot was very
narrow. He thinks for a while and then looks here and there it finds a box of
Happydent White, and start throwing them one by one inside the water. As
more and more happy dent packs filled the jug, the water level kept rising.
Soon it was high enough for the crow to drink. Then it put his beak inside
the jug to drink water and when takes his beak out, it turned into Sparkling
White.
Scene 3: Back to kid and Mother. Kid Thinks about his mother‟s yellow
teeth and gives a happy dent white to his mother. The entire scene runs with
a new jingle conceptualized around the story.

26. Agency Pitch
Creative Proposition

27. Thank You !!!