On World Smile Day, Happydent harnesses the power of 32,000 sparkling smiles

Happydent, Perfetti Van Melle India’s Chewing Gum brand has been an enabler of smiles for a good cause with its brand proposition of ‘Dikha Battissi Kar Baat Achhi Si’. This World Smile Day, the brand extended the philosophy to enrich the lives of children at Child Help Foundation.

This year’s campaign entailed consumers uploading a Battissi (sparkling smile) selfie using the Happydent AR filter on the brand’s social media handles.

For every Battissi selfie shared, Happydent contributed INR 20 towards the education of kids at Child Help Foundation – an organization committed to empowering the lives of unprivileged children.

Happydent also collaborated with The Hindu & The Indian Express, through a selfie capturing mechanism that recognized a “sparkling smile” and enable Happydent to donate INR 20. This specific activity also offered a free 3-month digital subscription to the participants.  To further amplify the campaign, the brand also deployed OOH billboards and photobooths at key locations.

Mr. Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India, said, “In World Smile Day, we saw a potential to unlock the power of sparkling smiles while holding up the brand promise of Happydent.  Our goal was simple – to have every sparkling smile light up

the life of a child in need. This campaign reflects our brand ethos: Dikha Battissi Kar Baat Achhi Si (Smile & do-good). The response to this campaign has been very encouraging with over 32K sparkling smiles received from our brand followers in a short span of time.”

The campaign was conceptualized by Perfetti Van Melle in-conjunction with creative agency Schbang, media agency Wavemaker India & PR Pundit.