MAM
Mars wrigley confectionery goes local with india inspired doublemint® paanmint
MUMBAI: Mars Wrigley Confectionery today announced the launch of DOUBLEMINT® PAANMINT, a new, India inspired entrant to the freshness category.
Inspired by the local favorite ‘Paan’ flavor, DOUBLEMINT® Paanmint is the first product from Mars Wrigley Confectionery which has been developed exclusively for the Indian market. The new product brand, under the DOUBLEMINT® master brand aims to widen its presence in the freshness category, a segment it leads globally. It is being launched on the back of extensive consumer research and shall offer the freshness of mint with the much loved desi flavour.
Talking about the launch, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “The launch of DOUBLEMINT® Paanmint is a significant milestone in our journey in India. It is the first time we have developed a product specifically for the Indian market in the freshness category. The new product builds on DOUBLEMINT®’s proposition of long-lasting freshness and gives it a unique, local twist with a flavor that Indians are familiar with and immensely fond of. DOUBLEMINT® Paanmint is a unique, differentiated product and we are confident that the product will be well received by our consumers here.”
DOUBLEMINT® PAANMINT offers a contemporary burst of freshness and flavor and will be available across traditional trade outlets for INR 10.
The new product is being launched in India with the proposition Pehle Paan, Phir Naya Connecshaan. This will be brought to life through an exciting television and digital campaign, conceptualized by creative agency BBDO India. A series of three comical TVCs depict people in situations where they unexpectedly choose to eat DOUBLEMINT® Paanmint before momentous occasions in their lives.
The first TVC depicts Pehle Paan, Phir Kanyadaan wherein a father dramatically stops the bride at her wedding altar, only to reach for a pack of DOUBLEMINT® Paanmint, which he offers to the groom. The second film sees a twist to the proposition by way of Pehle Paan, Phir Jaan Pehchaan. Set in an office space, it follows a new employee as she is introduced to her new colleagues. Just as she extends her arm for a handshake with one of the employees, the guy, instead of reciprocating, takes out takes out a pack of DOUBLEMINT® Paanmint and offers it to her, reiterating the adage Pehle Paan, Phir Naya Connecshaan. The third film opens at a college where an awkward and nervous fresher is performing for his seniors who, in turn, are laughing at him. Post this performance, when it is time for the next fresher to sing, instead of being flustered, he reaches for a pack of DOUBLEMINT® Paanmint. His simple gesture of offering it to his seniors impresses them, reiterating the message of Pehle Paan, Phir Gaan.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
