Happydent Launches #HappydentSparklingSmile Campaign in Partnership with Smile Foundation

 

Every smile captured will contribute towards ‘Mission Education’ program of Smile Foundation

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 centered around the benefit of ‘Sparkling Smiles’ and this campaign is an extension of the brand’s core philosophy. The endeavor 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.

Link to the video: https://www.youtube.com/watch?v=xX966zwcNlA

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, Mr. 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”.

About Perfetti Van Melle India Pvt. Ltd. Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which provide a differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 4 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 25 years since its inception, Perfetti’s power brands  like Center fresh, Center fruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions and clutter breaking advertising campaigns. Regarded as a ‘great Place to Work’ owing to its strong people culture, PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its three pivot areas of sustainability - education, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam. Visit: http://www.perfettivanmelle.in