Wrigley India ‘Starts Something Fresh’ with its new TVC campaign

Wrigley’s Doublemint©  released a new advertisement that depicts an absolutely heartwarming love story of a young boy Adi & his new neighbor Niara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se”, originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint© Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘Start Something Fresh’ whilst making ‘long lasting connections’.

Commenting on the TVC campaign launch, MV Natarajan, Managing Director, Wrigley India said, “The Doublemint© Mints TV advertisement fantastically weaves in the essence of connections that Doublemint© stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”


Yogesh Tewari, Marketing Director, Wrigley India commented, “Doublemint© boasts rich heritage and has been intrinsic to the Wrigley portfolio globally. With the launch of Doublemint© mints in India, we are launching our flagship product in the mints segment which endorses freshness and long lasting connections. Through a young couple’s journey of love, the advertisement brings out the essence of Doublemint© that provides the confidence to be ready for any encounter full of possibilities. I am certain that our new advertisement will leave a sweet, fresh and long lasting impression on millions.”


The advertisement features the love story of a young couple – Adi, a simple and shy boy and Niara, a bubbly and full of life girl, who meet through a chance encounter and start the journey of their beautiful relationship. The advertisement-film revolves around the many facets of their connections, over their ‘firsts’ – first eye contact, first movie date, first dance – and their journey of letting go off hesitations and bonding over the ‘moments of freshness’ spent together. Doublemint© Mints acts as the ‘enabler’ of connections, friendship, and love. The TVC ends with a beautifully orchestrated marriage proposal, with the many kissed Doublemint© Mints boxes, given by Niara to Adi through their ‘connections’ journey. With Adi finally on his knees, this Doublemint© love story is this year’s sweetest love story, full of connections!


Josy Paul, Chairman & Chief Creative Officer, BBDO India added, “The role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love – you can’t write it; you can only wish it. Love just happens when you are busy doing other things. That’s what this campaign is about! When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnightbawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”


Shoojit Sircar, the Director Doublemint© Mints’ new TVC, commented, “This has been such an interesting journey for me personally. We brainstormed and sorted through close to a hundred songs efore settling on ‘Ek ajnabee hasina se’, which fits beautifully to the story. And we have added   a refreshing take to this Bollywood classic. This TVC debuts with fresh faces who have brought Adi and Niara to life. The actors, Banita and Shubham, beautifully portrayed the innocence of a first time love story with absolute purity. This advertisement aims to tell a simple tale of a young couple embarking on a new connection infused by the freshness of Doublemint© Mints. We are confident that this romantic story will strike a chord with millions.”


TVC Details:

Duration: – 60 seconds

Language: Hindi

Creative Agency: BBDO

Production House: Rising Sun Productions

Director: Shoojit Sircar


Wrigley is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, and lollipops. Wrigley’s world-famous brands – including Extra®, Orbit®, Doublemint®, and 5™ chewing gums, as well as confectionery brands Skittles®, Starburst®, Altoids® and Life Savers® – create simple pleasures for consumers every day. With operations in approximately 50 countries and distribution in more than 180 countries, Wrigley’s brands bring smiles to faces around the globe. The company is headquartered in Chicago, Illinois, employs approximately 17,000 associates globally, and operates as a subsidiary of Mars, Incorporated. Wrigley began its India journey in 1995 and offers a range of gums and confectionery brands including Orbit®, Doublemint®, Boomer®, Pim Pom®, and Solano®. Wrigley India has factories in Bangalore and Baddi, and an innovation center in Bangalore.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s