( January 08, 2020 )
A digital campaign under which brand is urging consumers to capture candid smiles to help support the education of underprivileged children…
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.
According to the company, 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.
Rohit Kapoor, director marketing, Perfetti Van Melle India, said, “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.”
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 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.
Santanu Mishra, co-founder and trustee, Smile Foundation, added, “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 organisations, we will together work to bring back smiles to these children.”