National, 28th March 2017: Wrigley, a subsidiary of Mars Inc., got awarded for its Doublemint© ad “Ek Ajnabee Haseena Se” as the Top 10 ads on YouTube Ads Leaderboard 2016.
The Doublemint© ad was a part of the brand’s #Startsomethingfresh campaign to support the launch of Doublemint© Mints launched in August 2016. Shorter versions of the ad were developed as TVC.
The advertisement – directed by the famous film maker Shoojit Sircar, depicts a heartwarming love story of a young boy Adi & his new neighbor Niara. The advertisement was based on the fresh and beautiful cover of “Ek ajnabee hasina se”, originally sung by the legendary Kishore Da. Reiterating the Doublemint© Mints (launched in August last year) freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘Start Something Fresh’ whilst making ‘long lasting connections’. The advertisement film on YouTube crossed 3 million views in just 3 weeks! Today, the advertisement has received more than 1 crore views, of which more than 70% is organic.
About Wrigley India
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.