Happydent and Smile Foundation launch digital 'smiling selfie' campaign

For every candid smile picture captured and shared by consumers, Happydent will contribute Rs 10 towards the education of kids at Smile Foundation

e4m by exchange4media Staff
Updated: Jan 13, 2020 6:18 PM
Happydent

Happydent, one of Perfetti Van Melle India’s flagship brands, has partnered with Smile Foundation for #HappydentSparklingSmile, a digital campaign under which brand is urging consumers to capture candid smiles to help support the education of underprivileged children. Known for its iconic advertisements, Happydent has traditionally brought smiles to the consumer through its quirky and humorous communication centred around the benefit of ‘Sparkling Smiles’ and this campaign is an extension of the brand’s core philosophy. The endeavour to capture #HappydentSparklingSmile is based on the consumer insight that every ‘smiling selfie’ shared on social media may not necessarily be a genuine, heartfelt one.

For this campaign, the brand has partnered with the leading Indian photographers, Abhinav Chandel, Praveen Bhat, Shramona Poddar and Zaid Salman, to capture “candid sparkling smiles” around them. Under the campaign, these notable photographers have shared the images on their social handles and have also detailed the moment which led to that smile. Alongside, the brand is urging its consumers to share the candid moments on brand’s social handles through a simple process detailed out in the campaign video. The Campaign is live and has received an encouraging response from consumers with close to 60000 entries till now in over a week.

The process of participation along with campaign details can be viewed in the link below. For every candid smile picture captured and shared by consumers, Happydent will contribute Rs 10 towards the education of kids at Smile Foundation.

Elaborating on this campaign and partnership, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said, “We are delighted to be partnering with Smile Foundation for this noble cause. As a responsible corporate, Perfetti Van Melle believes in giving back to the communities where we operate and we aim to make a difference to the lives of these wonderful children by providing them better access to education. The cause coheres with Happydent’s brand proposition of adding ‘sparkling smiles’ to people’s lives.

#HappydentSparklingSmile is a simple initiative at heart to ensure we are able to light up the lives of some underprivileged kids.”

Commenting on this partnership Santanu Mishra, Co-Founder and Trustee, Smile Foundation added “We are quite excited to partner with Happydent on this campaign. The idea behind this partnership is to see more and more children enrolled in schools. Despite, us having a law that makes education a fundamental right of every child between the ages of 6 and 14, the harsh reality is that at least 32 million Indian children of age up to 13 years have never attended any school, majority of them belonging to the socially disadvantaged class. As socially responsible organizations, we will together work to bring back smiles to these children”.

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