Following the official credence from the Indian Dental Association (IDA), Wrigley’s Orbit Sugarfree gum, which has been positioned on the oral care platform, has embarked on a multimedia campaign involving print, mobile and Internet. The campaign has been conceptualised by DDB Mudra Delhi.
Sanjay Sharma, Vice-President, DDB Mudra Delhi, has headed the campaign, while the team of Anil Verma, Sumit Negi, Radhika Kapoor and Saurabh Dawar has taken care of the creatives.
Speaking to exchange4media, Sanjay Sharma said, “The objective was to announce that IDA has accepted Orbit’s claim – ‘helps protect against tooth decay’. The bigger challenge was to address and remove negative perceptions around a low involvement category and position Orbit Sugarfree chewing gum as ‘oral care anytime, anywhere’. Also, it was important to keep in mind the communication codes of the category, which are about exaggeration and fun.”
He added, “We launched a pan-India campaign a month and a half ago on print, TV and online media platforms and will continue to run it across these three mediums till the time people got accustomed with the fact that Orbit Sugarfree chewing gum can help reduce the cavity problem. Our peg for Orbit is ‘Khane ke baad Orbit khaiyee’. It’s a chewing gum for adults, so we are targeting the 18-30 age-group.”
On why outdoor is not part of the media plan, Sharma explained, “Our campaign is aimed at educating the masses, which includes adults in the 18-30 age-group. Thus, outdoor, which is regarded as a ‘reminder medium’, did not fit in our promotional plans.”
The campaign has been developed around a dental college professor, who is the voice of the brand. This character is obsessed with Orbit and is always looking for opportunities to talk about and offer Orbit. The ‘classroom film’ is based on the insight that chewing gum is considered inappropriate in many situations and one needs to think before chewing.
The ‘man on a protest fast-unto-death film’ carries forward the message of Orbit protecting against tooth decay. The third film in the series depicts a community meal situation where the dental professor goes about distributing Orbit gum to the people, telling them ‘Khane ke baad’.