Establishing a compelling brand purpose that goes beyond mere sales is crucial, emphasized Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India (PVMI), during the Pitch BrandTalk conference in Delhi. He stressed that a brand’s purpose is the driving force behind its existence, extending beyond commercial objectives.
In his keynote address, titled ‘Aligning Brand Purpose with Brand Growth,’ Ramakrishnan illustrated his point with impactful campaigns from HappyDent chewing gum, a powerful brand under PVMI known for promoting ‘sparkling smiles’ while incorporating a robust social consciousness purpose.
Ramakrishnan reminisced about the development of Happydent over two decades, highlighting the brand’s memorable and humorous communication that consistently brought smiles to audiences. Notable campaigns included the 2004 Happydent White’s Photographer TV Commercial, convincing consumers that the gum could turn their teeth sparkling white, and the award-winning Happydent Palace TVC.
He shared how, in recent years, the brand elevated itself by aligning with a brand purpose while maintaining core values and positioning. Ramakrishnan referenced the 2020 TVC campaign, ‘Dikha Battissi Kar Baat Achhi Si,’ where the brand played a more meaningful role by promoting social awareness. The commercial depicted two youngsters using Happydent to bring attention to the issue of denying ladies’ seats on a bus.
Continuing the theme of meaningful engagement, Ramakrishnan discussed a campaign encouraging Happydent consumers to share pictures, fostering a deeper connection with the brand. He also highlighted the success of Chupa Chups, a Spanish confectionery brand, in India, emphasizing the brand’s phenomenal growth through quirky and enjoyable ad campaigns that transcend age barriers.
Ramakrishnan underscored the importance of brands establishing an emotional connection with consumers, maintaining a clear intent, and consistency in brand purpose. He emphasized that the playability of the product, along with a meaningful brand purpose, is crucial. Credibility and relevance were also identified as vital elements for the success of purpose-driven campaigns. In conclusion, Ramakrishnan affirmed that brand purpose and brand growth can coexist harmoniously.
