Chlormint is one of Perfetti’s flagship brands and the largest breath freshener candy in the market. In order to give the brand a new feel, a distinct sense of humour and most importantly to leverage on its strong male personality, Perfetti had signed on Salman Khan as the brand ambassador.
The previous campaigns of Chlormint like the Panwala, Swami, Lift and
many more have had the baseline ‘Dobara mat poochna’. This new
campaign is an extension of this thought but with a new angle to it;
if you ever want to risk asking the dreaded question ‘hum Chlormint
kyun khaate kain’, at least be prepared. Hence a tweaked baseline
‘Chlormint - bina tyaari ke dobara mat poochna’ was seen in this
Nikhil Sharma, Marketing Manager, Perfetti said, “The brief given to
McCann was to refresh this positioning while staying true to the core
This latest TVC for Chlormint attempts to tickle the funny bone of the consumers. The brothers Salman and Sohail Khan have starred together for the first time in this ad, and their chemistry is evident on screen, which gives it an added fresh appeal.
Commenting on the objective of the ad campaign, Prasoon Joshi, Regional Creative Director, South and South-East Asia, McCann Erickson said, “Chlormint is a very irreverent brand and so is Salman Khan and there is a huge fit between both these brands. With Salman’s association with Chlormint, a lot of excitement is added to the brand. Choosing a celebrity as an ambassador for the brand is like matching horoscopes for the two. What should ideally reflect is a perfect match of the characteristics. We feel that for any established brand it’s very important to stick to the core idea and yet create excitement around it. Chlormint’s new campaign is successful example of this continuity and freshness.”