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Happydent, one of India’s most beloved chewing gum brands from the house of Perfetti Van Melle India, has partnered with PVR INOX, India’s largest and most premium cinema exhibitor, to craft an in-cinema experience that’s quite literally lit – with smiles. Taking over PVR INOX Ambience Gurugram between July 18, 2025, to July 24, 2025, the collaboration brought Happydent’s latest campaign Chamking Gum: Chamka Muskaan, Jagmag Jahaan, celebrating the power of a radiant smile to stir delight, imagination, and social responsibility.
You can watch the film here: https://www.youtube.com/watch?v=0qtxHkDzn4k
Inspired by the campaign’s ethos, the installation brought storytelling to life—literally—with a series of immersive, light-led experiences that lit up the PVR INOX theatre space. As soon as audiences stepped into the lobby, they were greeted with a striking kiosk activation designed especially for young consumers, offering a fun, creative moment of interaction with the brand. Visitors could strike a pose as the AI-powered photobooth detected their smile and added a radiant touch—printing out a Polaroid with a sparkling smile. With a chance to win exclusive goodies, it quickly became a crowd-puller among young cinemagoers.
But the magic didn’t stop there. At the heart of the screening hall stood a bespoke installation—an eye-catching human silhouette mounted over the projector, beaming light over the cinema screen. The glowing sunboard in the projection window was first-of-its-kind activation in the industry which served as a symbolic and literal extension of Happydent’s Sparkling Smile, cleverly blending the language of cinema (light, projection, storytelling) with the brand’s own world of smile and brightness. The experience was rounded off with a Petromax light beam that shimmered across the theatre lobby, subtly guiding viewers toward a the trash bin—nudging them to keep the space clean. This collaboration between the two brands stands as a brilliant example of how brands can inspire behavioural change and build cultural relevance through immersive, purpose-led creativity.
Commenting on the unique campaign leg, Saurabh Nath, Category Head, Perfetti Van Melle India, said “At Happydent, we’ve always believed in the power of a sparkling smile—not just as a symbol of joy, but as a spark that can light up the world around us. This collaboration with PVR INOX is a natural extension of our latest campaign, bringing that philosophy to life in a truly immersive and playful way, allowing us to meaningfully engage with consumers wherever they are. By creatively reimagining everyday cinema spaces, we’re not only spreading smiles but also inspiring responsible behaviour.”
Gautam Dutta, CEO – Revenue & Operations, PVR INOX Limited, further added, “Cinema advertising has entered a new era. It’s no longer just a media buy—it’s a full-fledged brand experience. The Happydent activation with Perfetti shows how smart, immersive storytelling inside our cinemas can bring campaigns to life and drive incredible brand recall. We’re seeing tremendous growth in this space, and it’s clear: brands not yet tapping into cinema are missing out.”
While many marketers continue to chase attention in crowded digital feeds, Happydent opted for a refreshing, real-world engagement that delivers both smile and purpose. Rooted in the legacy of the brand’s iconic Palace and Photographer films, this installation adds a layer of playful purpose, reminding us that even a smile can be a call to action.
As cinema spaces continue to evolve into dynamic storytelling playgrounds, Perfetti Van Melle India and PVR INOX Limited have proven once again that when creativity meets craft, audiences don’t just watch—they interact, remember, and smile back.
Source : PR Agency
