Mumbai: Happydent, one of India’s most beloved chewing gum brands from the house of Perfetti Van Melle India, has joined hands with PVR INOX, the country’s largest and most premium cinema exhibitor, to create an innovative in-cinema experience that quite literally lit up the big screen with smiles.
Between July 18 and July 24, 2025, PVR INOX Ambience Gurugram hosted Happydent’s latest campaign Chamking Gum: Chamka Muskaan, Jagmag Jahaan, a celebration of how a radiant smile can spark joy, imagination, and even social responsibility.
The activation transformed the theatre into an immersive storytelling space. Visitors were greeted with a striking lobby kiosk featuring an AI-powered photobooth that detected smiles and instantly printed Polaroid keepsakes with a sparkling touch. The playful experience, coupled with a chance to win exclusive goodies, drew in young audiences and amplified brand engagement.
Inside the screening hall, Happydent unveiled a first-of-its-kind innovation: a glowing human silhouette mounted over the projector, beaming light onto the cinema screen—an imaginative nod to the brand’s “Sparkling Smile.” Complementing this was a Petromax light installation guiding viewers toward trash bins, subtly encouraging cleanliness while extending the campaign’s purpose-led ethos.
Commenting on the initiative, Saurabh Nath, Category Head, Perfetti Van Melle India, said, “At Happydent, we’ve always believed in the power of a sparkling smile—not just as a symbol of joy, but as a spark that can light up the world around us. This collaboration with PVR INOX is a natural extension of our latest campaign, bringing that philosophy to life in a truly immersive and playful way, allowing us to meaningfully engage with consumers wherever they are. By creatively reimagining everyday cinema spaces, we’re not only spreading smiles but also inspiring responsible behaviour.”
Gautam Dutta, CEO – Revenue & Operations, PVR INOX Limited, added, “Cinema advertising has entered a new era. It’s no longer just a media buy—it’s a full-fledged brand experience. The Happydent activation with Perfetti shows how smart, immersive storytelling inside our cinemas can bring campaigns to life and drive incredible brand recall. We’re seeing tremendous growth in this space, and it’s clear: brands not yet tapping into cinema are missing out.”
By blending creativity with purpose, Happydent and PVR INOX showcased how cinema spaces can evolve beyond entertainment into cultural playgrounds—where brands don’t just advertise, but spark interaction, memory, and smiles that last well beyond the screen.
