Brand Chlormint, from Perfetti Van Melle India Pvt. Ltd. (PVMI), was launched in 1997 and is presently the most popular and the largest selling hard mint candy in the country. Well known for its popular “Hum Chlormint Kyun Khaate Hain” commercials, brand Chlormint has recently launched its new TV campaign.

This commercial has been created by McCann Erickson, headed by the versatile Creative Director Prasoon Joshi, and produced by Black Magic Motion Pictures and directed by Abhijeet Chaudhary.

The new TVC titled “Panwaadi ka Ehsaan” is a part of a tactical campaign. The communication strategy of this TVC derives its essence from a key consumer insight that often consumers do not exercise their right to choice of purchase and under a retailer’s influence take whatever is given to them as a substitute product, thereby foregoing their actual preference. Hence the new TVC simply asks consumers to exercise their choice and ask for Chlormint – the mint brand of their choice!

The film opens with the narrator taking the viewers through the story of Ghanshyam and his son who is hurt and is in desperate need for blood. Ghanshyam cannot donate his blood because he’s not physically fit. So he goes all around the town in search of O+ blood but all his efforts go in vain as everyone refuses to donate their blood. Then, just as the doctor was about to give up, a benevolent Paanwala, comes to the rescue and saves the child by donating his blood. The child recovers and the paanwala becomes a god-like figure for Ghanshyam and is deeply grateful to him.

In the following scene, Ghanshyam visits the paanwala’s shop and asks for a Chlormint. Even though Chlormint is available, the paanwala gives him some other mint, which the latter accepts in obligation. The scene is followed by the narrator exhorting the viewers to exercise their right to choice, saying that Ghanshyam accepted another mint instead of Chlormint under an obligation, which we as consumers do not have.

The narrator ends by saying, “Khayiye sirf apni pasand ka mint, Chlormint”

To view the TVC: Link- http://www.youtube.com/watch?v=NJ_JEuQTqMI

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ABOUT CHLORMINT

Chlormint is a mint breath freshener with a special ingredient called Herbasol that serves to give you fresh breath confidence. Launched in 1997, Chlormint today has grown to be so much more. It is the largest and the most popular breath freshener brand in the country and is a favourite among people of all ages. The various Chlormint commercials whose slogans “Hum Chlormint Kyon Khatein Hain….Dobaara Mat Poochhna” have became a household name.

ABOUT PERFETTI VAN MELLE INDIA PVT. LTD.

Perfetti Van Melle India Pvt. Ltd. (“PVMI”) is a name to reckon with in the Indian confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With more than a 30% market share, it is one of the leading players in the organized confectionery business in India today. The company at present has a diverse portfolio of brands across segments (i.e. candies, gums & mints) which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle that is headquartered in Lainate, Italy. PVMI started its operations in India in 1994.

Visit: http://www.perfettivanmelle.in

For further information, please contact:

Sampark Public Relations Pvt. Ltd.
Rajat Chandihok / Pushpanjali Singh
Tel: 011-41731526-27 / 99900 82717
Email: rajat@sampark.com / pushpanjali@sampark.com