After two decades, Happydent has revived its Cannes Lions-winning commercial that showed people lighting up spaces with their sparkling white teeth.
The new campaign, Chamking Gum: Chamka Muskaan, Jagmag Jahaan, manages to recapture the charm of the original ad while remaining relevant.
It’s a clever move, rooted in nostalgia yet refreshed for a new generation.
Happydent, a chewing gum brand from the house of Perfetti Van Melle India, brought back writer and lyricist Prasoon Joshi, CEO of McCann Worldgroup India on board. Joshi, who has previously collaborated with the brand, has conceptualised and written the campaign, while the ad film is directed by Vinil Mathew.
The script follows a group of performers who use red paint and smiles to spotlight casual littering, an act ingrained in our everyday reflexes — from throwing garbage out of your car windows or just casually dropping it just a few metres away from the dustbin.
The commercial has clocked over 14 million views on YouTube, and surpassed 150 million views on Instagram within three months of its release.
“Finally after so long, these ads are back, missed them dearly,” a comment on YouTube read.
Some called the commercial “perfect”, while others termed it “iconic”.
Magic of Joshi’s writing
Prasoon Joshi’s writing is linked to common consumer habits, which have existed for long but never addressed. His other iconic advertising work includes the Daag Acche Hain campaign for Surf Excel and Thanda Matlab Coca-Cola.
“Advertising always keeps me in touch with what’s happening: how people behave. Be it via consumer studies or interacting with the latest technology, I’ve been able to stay abreast of changes. Advertising has kept me younger and more idea virile,” Joshi wrote in a 2016 article in The Economic Times.
The new campaign also pays tribute to Happydent’s iconic legacy — including classics like the Palace and Photographer ads — while evolving its storytelling for today’s world. This time, they brought a polished, cinematic feel to the storytelling.
In a time where emotional storytelling often overshadows creative wit, Happydent’s return to visual metaphor feels refreshing.
It’s not just a gum ad; it is a reminder of advertising’s power to entertain, give out a message without being too preachy, and stick with you long after the screen fades to black.
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Happydent’s Cannes Lions win
Happydent’s ‘Palace’ ad was launched in 2004. It showed a king’s palace being illuminated by hundreds of people who had chewed Happydent gum and flashed their white teeth.
Along with being well-crafted and well-executed, the idea of using people’s teeth as light bulbs was original and witty. Additionally, the message and call to action was simple: buy a Happydent for a dazzling smile.
The ad played with contrast — a dark setting with bright beaming smiles to create a striking visual impact. This film, too, was conceptualised by Joshi and directed by Ram Madhvani, founder of Equinox Films.
The ‘Palace’ commercial was celebrated for its innovative concept and flawless execution.
It went on to win several awards, including a Silver Lion and a Bronze Lion at the Cannes Lions International Festival of Creativity 2007. In 2015, it was also recognised by the Gunn Report as one of the 20 best ads of the 21st century.
Now, with its fresh take on the campaign, Happydent has not only revived fond memories but also positioned itself to reclaim a place among brands known for the catchiest advertisements.
Agency: McCann Worldgroup
Client: Perfetti Van Melle
Concept, writing, and creative direction: Prasoon Joshi
Film director: Vinil Mathew
Music director: Shantanu Moitra
Lyrics and singer: Prasoon Joshi
Views are personal.
(Edited by Aamaan Alam Khan)