Brands
Tic Tac brings back Yashraj Mukhate for ‘Refresh Your Vibe 3.0’
‘Tic Tac Go’ marks the fourth year of the brand’s collaboration with the music creator
MUMBAI: When the vibe needs a refresh, Tic Tac is turning up the volume. Tic Tac has returned with the latest edition of its “Refresh Your Vibe” campaign, teaming up with music creator Yashraj Mukhate for the fourth consecutive year and introducing “Tic Tac Go”, an Indian adaptation of the brand’s global signature tune.
The campaign, titled “Refresh Your Vibe 3.0”, takes an everyday route to self-expression, beginning with scenes of routine, fatigue and endless scrolling before things take a livelier turn with the arrival of the Tic Tac Vibe Van.
The moving activation will travel across Mumbai, with Mukhate performing from the van’s upper deck as people are invited to sing, dance and join the experience. As the vehicle makes successive stops, participants become part of a growing, city-wide celebration built around music and spontaneity.
Rather than following a conventional storyline, the campaign film strings together everyday interactions to explore the idea that people’s more expressive sides can emerge when they encounter the right spark.
For Tic Tac, that spark comes with a soundtrack. “Tic Tac Go” adapts the confectionery brand’s global tune for an Indian audience, giving the campaign a distinctly local musical identity while keeping its focus on freshness, participation and self-expression.
Zoher Kapuswala, Marketing Head, Ferrero India Subcontinent, said the campaign aims to create more than a music video by encouraging people to step away from the everyday, express themselves and connect through music. He added that the continued partnership with Mukhate helps the brand present the idea in a way that is “authentic, playful and culturally relevant”.
The campaign will extend beyond the Vibe Van and film, with Tic Tac planning digital collaborations spanning music, dance and sports. Audiences across India will be invited to participate in the initiative and put their own spin on the self-expression-led theme.
Tic Tac is part of the Ferrero Group. Ferrero India began commercial operations in 2004 and operates its production plant at Baramati near Pune, with its headquarters in Pune and regional sales offices in Chennai, Delhi and Kolkata.
