Ferrero’s mint brand Tic Tac rolled out a new TVC. The idea behind this video campaign is to showcase how Tic Tac as a mild mint act as a fun starter in the youth’s life – transforming any ordinary moment into a fun one.
The sharing of Tic Tac makes this fun infectious, giving it that all
important reason to stay in pocket.
Speaking about the new campaign, a
spokesperson from the Ferrero India said, “As a brand it’s important for
us to be an integral part of the youth’s life across platforms – they
are an audience that gets bored easily – always looking for inventive
ways to have fun. Integrating the brand within that space is where Tic
Tac has a role. Tic Tac has always had an association with music and
that is what we have tried to leverage in a unique way”
Conceptualised by Grey Group India and
produced under the banner of Asylum Films, the new film fortifies the
brand positioning, with its brand cues it dramatizes an event in the
life of the youth. A rejection outside a night club doesn’t keep them
low for long. They use Tic Tac to start some fun.
The fun soon multiplies and reaches a
crescendo with everyone joining in. The film interestingly uses
signature elements of the brand to add to its impact – music is created
with Tic Tac being an essential ingredient.
Commenting on the campaign Sujala Martis
VP, Grey Group India said, “Tic Tac is not a serious mint – its
semiotics and associated rituals define its role. With this film, the
attempt is to continue on the journey of Tic Tac being the fun starter,
while also making the brand far more aspirational. What becomes a unique
property is the ability to create music using the Tic Tac pack, thus
adding another fun ritual apart from sharing”
Tic Tac had a clearly outlined task – it
needed to get consumers to look at the brand as more than just another
mint in the market. Its inherent format challenges needed to be
converted into strengths and unique assets for the brand. It needed to
create a differentiated space, which redefined behaviour patterns with
respect to the category, for its restless youth target.
The campaign first breaks digitally followed by a robust TV plan and surround activation.
Credits
Creative: Sandipan Bhattarcharya, Juneston Mathana, Bhavesh Kosambia
Account Management: Sujala Martis, Prithviraj Shetty, Alethea Dmello
Planning: Dheeraj Sinha
Films Department: Samir Chadha, Jignya Shedge
PR & Corporate Communications: Sonal Sheth
Production House: Asylum Films
Director: Razneesh Ghai
Producer: Bhavna Singh
