Wrigley has recently rolled out a new TVC for their Doublemint chewing gum. The campaign has been conceptualized and executed by BBDO India. The TVC is witty and puts across the brand idea of ‘Front foot pe chabao’.
According to Josy Paul, chairman and chief creative officer, BBDO India , “‘Front foot pe chabao’ captures an attitude that we’ve seen in cricketers like Vivian Richards, Yuvraj Singh and Sehwag. For example, we’ve seen how Richards – while casually chewing gum – used to step out and hit the ball out of the stadium. Indian youth today have the ‘front foot’ attitude in good measure.”
He added that Wrigley’s Doublemint identifies with the youth and gives them a license to maximize with moment with a certain light-hearted aggression.
The opening shot of the is that of a traffic jam on the highway and progresses as a group of youngsters fed up of waiting in their car are alarmed by a jeep that breaks into their lane from the adjacent one and overtakes them. Not one bit amused by this act the youngsters plan on teaching the driver a good lesson. They pop in a Wrigley’s Doublemint each and step out of the vehicle to intercept the man in the jeep.
The youngsters walk up to him and congratulate tell him that the Gods have blessed him with a child (which is why his hurry in driving his vehicle). The puzzled man is left wondering. They then hug him and break into a song and dance just like the way the eunuchs in India do it when they bless a child.
Finally the driver cries out that there is no kid, the group sings again and asks him the reason for cutting lanes on the highway. The closing shot features a shot of Doublemint chewing gum and a super of the line Front Foot pe Chabao and this sets him straight.