Exercising one’s choice with ‘Chlormint’

Exercising one’s choice with ‘Chlormint’

Author | Puneet Bedi Bahri | Wednesday, Sep 17,2008 8:31 AM

Exercising one’s choice with ‘Chlormint’

The new ‘Chlormint’ TVC encourages people to exercise their choice and get what they want. Conceptualised by McCann Erickson, the multimedia campaign is breaking across media platforms on September 19. The creative team is led by Prasoon Joshi. The campaign includes TV and radio initially, and would later extend to print, outdoors, the Internet and BTL initiatives.

The TVC revolves around a father who is in search for blood for his injured son. The only one who comes to his rescue is the local paanwala, who saves the injured child’s life by donating his blood. Therefore, the father feels highly indebted to the paanwala and is willing to even forego his preferred mint, ‘Chlormint’, and eat the mint of the paanwala’s choice. The film ends with the narrator exhorting the consumers to exercise their choice as they are not obliged to any retailer and should thus ask for Chlormint, the mint of their choice.

Commenting on the objective behind the campaign, a spokesperson from McCann Delhi, said, “The campaign draws its essence from sound consumer insight, which brought to light the fact that consumers often do not exercise their choice, and under a retailer’s influence, take whatever is given to them as a substitute product, thereby foregoing their actual preference. This, we felt, was the key issue that needed to be addressed from our brand’s perspective. The campaign is meant to create awareness amongst the consumers that they have the right to exercise their choice/ preference and ask for Chlormint.”

Commenting on the brief that was given to McCann, Sameer Suneja, CEO, Perfetti Van Melle, said, “We wanted the ad to get the consumers to exercise their choice and ask for Chlormint.”

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