Wrigley’s Doublemint released a new advertisement that depicts a heartwarming love story of a young boy Adi and his new neighbor Niara.
The advertisement is based on the fresh and beautiful cover of “Ek Ajnabee Hasina Se”, originally sung by the legendary Kishore Kumar.
Reiterating the recently launched Doublemint Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to “Start Something Fresh” whilst making “long lasting connections”.
“Doublemint boasts rich heritage and has been intrinsic to the Wrigley portfolio globally. With the launch of Doublemint mints in India, we are launching our flagship product in the mints segment which endorses freshness and long lasting connections,” said Yogesh Tewari, marketing director of Wrigley India.
The advertisement features Adi, a simple and shy boy, and Niara, a bubbly and full of life girl, who meet through a chance encounter and start the journey of their beautiful relationship.
The advertisement film revolves around the many facets of their connections, over their “firsts” – first eye contact, first movie date, first dance – and their journey of letting go off hesitations and bonding over the “moments of freshness” spent together.
Doublemint Mints acts as the “enabler” of connections, friendship, and love. The TVC ends with a beautifully orchestrated marriage proposal, with the many kissed Doublemint Mints boxes, given by Niara to Adi through their “connections” journey.
With Adi finally on his knees, this Doublemint love story is this year’s sweetest love story, full of connections.
Commenting on the TVC campaign launch, MV Natarajan, managing director of Wrigley India, said: “The Doublemint© Mints TV advertisement fantastically weaves in the essence of connections that Doublemint stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”
“The role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love – you can’t write it; you can only wish it. Love just happens when you are busy doing other things. That’s what this campaign is about! When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections,” said Josy Paul, chairman and chief creative officer of ad agency BBDO, which created the ad.
Shoojit Sircar, the director of Doublemint Mints’ new TVC, said, “This has been such an interesting journey for me personally. We brainstormed and sorted through close to a hundred songs before settling on ‘Ek Ajnabee Hasina Se’, which fits beautifully to the story. And we have added a refreshing take to this Bollywood classic. This TVC debuts with fresh faces who have brought Adi and Niara to life. The actors, Banita and Shubham, beautifully portrayed the innocence of a first time love story with absolute purity. This advertisement aims to tell a simple tale of a young couple embarking on a new connection infused by the freshness of Doublemint Mints.”
