Minto Fresh, the mouth freshener brand from the ITC Group, has launches a zany new expression of the brand’s freshness platform with ‘Jiggi-jikka’ fresh. The new TVC of the brand created by DraftFCB Ulka takes the tongue-in-cheek positioning of the brand a step further, with funky characters and pop-art styling and a story.
The film is supported by outdoor, mall and pub events, and digital, which will help make the new line come alive creating a buzz phrase with the youth. The TVC is produced by Shivendra Singh of Dungarpur Films.
Speaking on the making of the film, KS Chakravarthy (better known as Chax), NCD, DraftFCB Ulka, explained, “Planning the film was great fun, particularly the styling and the casting, but shooting it was a nightmare. To begin with, there were some complicated stunt sequences to be shot with women in Indian dress – separately for the Hindi and South versions. And in the interest of authenticity, we decided to do all of it on location.”
He further said, “And just to make life interesting, a cyclone hit Chennai during our shoot, playing havoc with the weather in Hampi, nearly 500 km away. But it all worked out fine in the end.”
Shot on location in Hampi, Karnataka, the film opens on the local thakur-ka-beta arriving with his entourage, all of whom are laden with some seriously whacked out gifts. The winsome Laila of his dreams, enjoying some quality time with her pet lotuses, is clearly unimpressed.
In comes the Majnu, complete with a halo around his head – and a Minto Fresh in his hand. He pops it, breathes out, and a magical stream of freshness wafts towards Laila. Who takes one deep breath – and launches herself towards Majnu, sending the thakur, his men and all the gifts flying in ultra slow motion into the air, where they freeze. As she lands in Majnu’s arms, they all come crashing down to earth, and off goes Majnu with his love-struck Laila.
The track is adapted from a traditional Tamil ‘villu-paatu’ (literally, bow song) by Rajat Dholakia, centres around the meaningless, but very catchy refrain, ‘Jiggi jikka, jiggi jikka, jikkaa’.