Impact Mints has appointed Ranveer Singh as its first brand ambassador in India, marking a significant milestone in the brand's marketing journey. Alongside the announcement, the company has unveiled its new campaign, 'Yeh Mint Nahi, Momint Hai', designed to reposition the product as more than just a breath freshener.
The campaign film opens with Singh preparing for a shoot before reaching for a tin of Impact Mints.
When an assistant director mirrors the action, Singh responds with, "Tum bhi?", leading into the campaign's central message, "Yeh mint nahi, momint hai." Developed by StudioFry, the campaign uses humour and relatability to associate the brand with moments of confidence and self-assurance.
Omnichannel Push for Wider Reach
The campaign will roll out across digital platforms, OTT, social media, retail outlets, quick commerce platforms, modern trade and on-ground activations, reflecting an integrated marketing strategy aimed at maximising visibility across consumer touchpoints.
For the confectionery category, where product differentiation is often limited, celebrity partnerships and memorable storytelling are increasingly becoming key drivers of brand recall and consumer preference.
Building an Emotional Brand Platform
By introducing its first celebrity ambassador, Impact Mints is signalling a shift from functional communication towards emotional branding. The campaign attempts to transform an everyday consumption habit into a memorable cultural moment, reinforcing the brand's positioning around freshness, confidence and contemporary lifestyle.
The Last Word
Impact Mints isn't simply adding star power—it is investing in distinctive brand memory, recognising that in a crowded impulse-buy category, emotional recall can be just as valuable as product visibility.