The latest TVC for Happydent White further dramatises the concept of dazzling white teeth as a source of light. This time around, the commercial shows how Happydent users come together to provide lighting to the city. If only this could be used to solve the Capital’s power problems!
“Ever since we did the first commercial, where we showed a man being used as a flash for the camera after he pops a Happydent White, I have been mulling over to take this concept further and also dramatising it,” said Prasoon Joshi, Regional Creative Director, South and South-East Asia, McCann Erickson. This probably was the genesis of the current commercial, which shows a world that is lit by human beings, their sparkling white teeth to be precise.
The TVC that went on air during the weekend is set in a milieu that evokes the memory of kings and queens and has a feel of an era gone by. It begins with a man on a bicycle who is rushing somewhere, already running late. As his breaks down, he starts running, trying to thumb down a passing car for a lift, but fails. Strangely, there are two people perched on the bonnet of the car.
The man keeps on running, crossing people precariously balanced on streetlights, on garden lights by the pool side, finally reaching an ornate palace. Here, too, there are people perched on pillars, even on a table under a lamp shade and hanging from a chandelier. Underneath the chandelier is a dozing king about to be served his meal.
The latecomer pops a Happydent in his mouth, mounts the chandelier and flashes his dazzling white teeth all in one fluid movement, setting off a chain reaction in all those precariously balanced men, thus lighting up not just the palace, but the whole kingdom!
And yes, the mystery of the two men on the bonnet of the car is also solved, they serve as the headlights of course.
Sounds like a far-fetched idea? Well, that is the intention behind the film. Said Sameer Suneja, Marketing Head, Perfetti Van Melle India, “It is a segment where not much deliberation is required while going for a purchase hence, our priority is to remain top of the mind among our consumers. Taking the platform of humour, which is not in your face but builds up helps in cutting across economic and social barriers and achieve our goal.”
Suneja sees the current TVC as a progression where the brand encompasses a wider spectrum and moves beyond just one man being a source of light as in the previous commercial.
The TVC made by Ram Madhwani is accompanied by Sufi music, which has been composed by Shantanu Moitra, while Joshi lends his voice along with singer Kailash Kher.
Joshi informed that while conceptualising this commercial, he inadvertently thought of Sufi music as it went with the entire concept, which was metaphysical in nature. The line that goes as: ‘Tera tan roshan, tera man roshan… to jahan roshan’ (If your body and mind is enlightened, then the world too will be enlightened) has a pun on the word ‘roshan’.
The film uses trained malkhamb (an ancient form of Indian gymnastics) artistes for the stunts shown on the lamp posts, chandelier and other light sources. Joshi dubbed the film as teamwork.
Commenting on why a simple functional TVC explaining the virtues of teeth whitening gum could not work in India, Joshi said, “The product is such that a functional commercial relating to why consumers should use a teeth whitening gum may not be appealing to many. But a dash of humour adds to the fun element and helps in reaching to the desired consumers.”