Wrigley's Orbit launches new TVC today

Brand Ambassador, Deepika Padukone, breaks up with sandwich and promotes 'Eat Drink Chew' in the new TVC

e4m by Ankur Singh
Updated: Feb 11, 2015 8:36 AM
Wrigley's Orbit launches new TVC today

Wrigley’s Orbit, the sugar-free gum will launch its new TV commercial today, ‘Eat Drink Chew’ featuring brand ambassador, Deepika Padukone.

The new campaign reinforces the message of oral care where Deepika gives a master class in healthy oral care habits as she” breaks up” with her favourite food – Sandwich.


Mimicking a real relationship, Deepika does her best to “break up” with the animated food character –Sandwich. She loves her Sandwich, but like many food and drinks, after she has finished it, the sandwich leaves a clingy food feeling in her mouth, which impacts her teeth and undermines her confidence. Only when Deepika turns to her pack of Orbit? Sugarfree gum for help, she can finally say goodbye to sandwich and feel fresh and confident.

Emphasizing on oral-care benefits of the brand, the new TVC is the latest version of Wrigley’s Oral Care message which encourages people to incorporate sugar-free gum into their everyday oral care routine as it helps to keep teeth clean and healthy by neutralizing plaque acids and enhancing remineralisation. Further, chewing sugar free gum helps clean as much as 90 per cent of food debris from the mouth and provides a good oral care solution on the go.

Makers Speak

Speaking on the new brand campaign, Deepak Iyer, Managing Director, Wrigley India, said,” The new Orbit TVC featuring our brand ambassador, Deepika Padukone, has a great message, and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack, However, it’s easy to chew Orbit, sugar free gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of Eat, Drink and Chew and how Orbit provides you with an oral care on the go solution.”

According to Sambit Mohanty, Creative Head, DDB Mudra North, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (Sandwich) and their conversation about “breaking up” lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes Oral Care to an even wider audience.”

The company is targeting a pan-Indian consumer base with this campaign.

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