MAM
Impact Mints names Ranveer Singh as its first brand ambassador
German mint brand launches ‘Yeh Mint Nahi, Momint Hai’ campaign with 360 push
MUMBAI: Fresh moves are minting new memories. Impact Mints, the German mint brand, has signed Bollywood actor Ranveer Singh as its first-ever national brand ambassador in India, marking its biggest marketing push yet as it looks to strengthen its visibility and expand its footprint across retail and quick commerce.
The announcement is accompanied by a new brand campaign built around the tagline “Yeh Mint Nahi, Momint Hai”, positioning the product as more than just a breath freshener by celebrating the everyday moments that leave a lasting impression.
The campaign film opens with Singh rehearsing lines inside his vanity van before heading to a shoot. Moments before stepping onto the set, he reaches for a tin of Impact M intsfor a confidence boost. When the assistant director is seen doing the same, Singh quips, “Tum bhi?”, before delivering the campaign’s closing line, “Yeh mint nahi, momint hai.”
Created and produced by StudioFry, the film is designed around relatable, slice-of-life moments, reinforcing the brand’s positioning as an everyday companion that offers a quick burst of freshness and confidence.
The campaign also marks Impact Mints’ largest integrated marketing initiative to date. It will roll out across digital platforms, OTT services, social media, retail outlets, quick commerce platforms, modern trade channels and experiential activations, giving the brand a presence across both online and offline consumer touchpoints.
The move comes as FMCG brands increasingly turn to celebrity partnerships and omnichannel campaigns to improve recall in a crowded confectionery market while leveraging the rapid growth of quick commerce.
Owned in India by Dugar Overseas Private Limited, Impact Mints said the association is part of its strategy to accelerate national brand awareness while strengthening its retail presence to support long-term sales growth.
The campaign also reflects a broader shift in FMCG advertising, where brands are moving beyond product-centric messaging to build emotional connections through storytelling. For IMPACT MINTS, the bet is that a familiar face, a memorable catchphrase and a wide-reaching 360-degree campaign will help turn everyday moments into a stronger place in consumers’ minds.
