The marketing activity has been designed to emphasise that the Happydent Protex Sugar-Free Gum is better than brushing.

The company's marketers were placed at malls and shopping complexes in Delhi and Gurgaon, carrying a mock wash basin around their neck and directly interacted with customers.

The customers were also offered Happydent Protex samples. The overwhelming response to the activity has also prompted the company to evaluate the option of extending this activity to more locations and towns.

Happydent Protex contains the active ingredient Xylitol, which is a naturally occurring sugar substitute found in many fruits, vegetables, mushrooms, etc. Happydent Protex is available in two formats - the mono pack priced at Re 1 and a six dragee (piece) blister priced at Rs 5.

This direct market education activity that Perfetti is undertaking is to show that it is not always convenient to carry around a toothbrush and toothpaste or have access to a washbasin to prevent tooth decay.