Mumbai: Tic Tac, the confectionery brand of Ferrero India (part of Ferrero Group), a manufacturer of sweet-packaged products, has announced a new digital focussed brand film in collaboration with the brand endorser Bollywood actor, Ranveer Singh, along with the Indian rapper Chaitnya Sharma aka SlowCheeta. He has worked in films like ‘Maidaan’, ‘Gully Boy’ and ‘Brahmastra’. The film features Singh grooving to the ‘Vibe Mera Fresh’ song that’s been curated by SlowCheeta. The brand said that it aims at building consideration among the youth of India through this collaboration.
Tic Tac campaigns the company explains are strategically curated, keeping in mind the vibrant youth of India. Today’s youngsters are passionate about creating feel-good moments and have a very strong affinity for music, which makes this campaign the perfect way to establish a deeper connect with them. The rap segment’s goal is to uplift the moods and create refreshing moments, much like Tic Tac fresh mints.
The digital film opens with Singh vibing to a rap song crafted by SlowCheeta. Dressed in jumpsuits reflecting the vibrant colours of Tic Tac flavors, Ranveer Singh’s energetic and lively persona shines through. The rap song speaks the cool and classy youth lingo such as drip max, waddup bro, yo yo vibe kya hain aaj, etc, making it fun and relevant to the brands young consumers. The ‘Vibe Mera Fresh’ song also echoes a ‘Vibe-Check’ and further emphasises on how Tic Tac always keeps the mood upbeat and fresh.
Zoher Kapuswala, marketing head, Pills and Gums, Ferrero India said, “Tic Tac is a youth-oriented brand and our young audience’s preferences are central to any campaign or product innovation. Our brand endorser Ranveer Singh is the perfect choice for us with his dynamic presence, along with SlowCheeta who a favourite among the Gen Z is, the campaign brilliantly captures the refreshing essence of our new curated Tic Tac tune. We hope the youth enjoys the new Tic Tac tune, ‘VIBE Mera Fresh,’ that will help them feel upbeat and trigger positive Vibes”.
#VIBEMeraFresh is a digital campaign that will be leveraged across social and digital platforms.
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