In India, Wrigley's gives a Bollywood twist to 'Eat Drink Chew' campaign

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Deepika Padukone sinks teeth into a love scene already played by Ashton Kutcher and Antonio Banderas

MUMBAI — Wrigley’s Orbit has rolled out a TV commercial, "Eat Drink Chew" featuring brand ambassador and Bollywood actress, Deepika Padukone.

Like spots featuring Ashton Kutcher and Antonio Banderas, the new campaign (created by DDB Mudra North) portrays Padukone breaking up with her favorite food.

The clingy ex, played by an animated sandwich, protests the break-up, claiming that she had just given him a "love bite." Padukone produces her Orbit Sugarfree gum to say goodbye to the clingy ex-lover. The film ends with Padukone showcasing a winning, shiny smile as the words "eat drink chew" flash across the screen. 

Deepak Iyer, managing director, Wrigley India, said, "The new Orbit TVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack. However, it’s easy to chew Orbit, sugarfree gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of eat, drink and chew and how Orbit provides you with an oral care on the go solution."

Sambit Mohanty, creative head, DDB Mudra North, added, "In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (sandwich) and their conversation about 'breaking up' lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes oral care to an even wider audience."

Campaign credits:

Client: Wrigley India Creative
Agency: DDB Mudra North

This article first appeared on campaignindia.in.

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