The mouth freshener brand ‘Pass Pass’ has launched a new television campaign, which targets people of all ages.
The campaign showcases people from different ages coming together which also portray a family as a new friend.
The brand creates a world that enables such moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.
The film opens with a young woman opening the window of a car, letting the sunshine in and taking in fresh air. Then there is a young woman walking away after having opened a door, followed by a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, a man coming up and greets a young lady who is holding a Pass Pass family pack seated with her friends. The scene cuts to a middle-aged man picking up his woman, almost suddenly, in an open field. Then there is a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.
More people come together and connect as a young man teaches a much older woman how to ride a scooter, or youngsters bond over a bonfire and a guitar tune. The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.
The campaign is created by Dentsu Marcom, directed by Shashank Chaturvedi (Bob), produced by Good Morning Films and the music is composed by Anand.
The brand has used mediums like television, digital, radio and BTL activations and POP materials to promote the product.