Tic Tac, the confectionery brand from the Ferrero Group, has unveiled ‘Refresh Your Vibe’, the latest chapter of its long-running collaboration with viral music creator Yashraj Mukhate. The campaign marks the fourth consecutive year of the partnership and introduces ‘Tic Tac Go’, an Indian adaptation of the brand’s global signature tune, reinforcing music as a consistent pillar of its communication strategy.
Taking the product from screens to streets
The centrepiece of the initiative is the Tic Tac Vibe Van, an experiential activation designed to extend the campaign beyond digital content. Travelling through Mumbai with Mukhate on its upper deck, the Vibe Van invites people to join the celebration, transforming ordinary commutes into spontaneous moments of music, dance and self-expression.
Campaign blends music, mobility and consumer participation
The campaign film begins with scenes of routine life—fatigue, repetitive schedules and endless scrolling—before the arrival of the Vibe Van shifts the mood. Rather than following a linear narrative, the film captures a sequence of unscripted interactions that grow with every stop, illustrating how shared experiences can build collective energy.
By combining influencer-led storytelling with on-ground engagement, Tic Tac is evolving from product advertising to participation-driven brand building.
As experiential marketing gains momentum, campaigns that seamlessly connect digital culture with physical experiences are likely to deliver stronger consumer recall, deeper engagement and long-term brand affinity.
The Last Word
The future of FMCG marketing lies in creating moments consumers can join—not just advertisements they can watch.