Displaced a deep-rooted Indian habit with happydent

Happydent aimed to earn a spot at India’s most sacred space, the dining table.

Our challenge was to change the traditional post-meal ritual that belonged to paan, saunf, or elaichi. Chewing gum had no place in this habit. We wanted to change that, not by disrupting tradition, but by becoming part of it.
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We saw an opportunity through a sharp insight. In India, meals don’t end with the last bite. They end with a ritual, a gesture, a flourish.

We transformed Happydent White into the modern mouth freshener, one that didn’t just clean but also completed.
The campaign reimagined popular Indian foods using visual metaphors. Think apples, brinjal, capsicum, and other food items with one part replaced by gleaming white teeth. It was quirky, intuitive, and perfectly on brand.
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The message stayed minimal. Chew after every meal. The impact was maximal.

Then we activated the idea where it mattered. We placed the brand in highway dhabas, mall food courts, and restaurant counters. Happydent didn’t just show up in ads. It showed up where the chewing begins.
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The shift was clear. Happydent White no longer just sold mint. It sold a moment.
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From a hygiene product to a dining ritual, Happydent became what every Indian meal needed to feel complete. And it left behind a sparkle.

Happydent’s creatives showed us that a great idea comes from keen observation and everyday things.

If you are looking for minimalism with maximum impact, reach out to us at bd@schbang.com.

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