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Perfetti launches online viral game Shineshah Challenge for its Happydent chewing gum

Confectionery major Perfetti Van Melle has launched an online viral game Shineshah Challenge at Happydent.in and a social media marketing initiative on Facebook for its Happydent chewing gum. According to the company, the viral will be promoted through a banner campaign on major websites. To create awareness about the viral, the Happydent Wave TVC will carry the website URL as scroller.

Confectionery major Perfetti Van Melle has launched an online viral game Shineshah Challenge at Happydent.in and a social media marketing initiative on Facebook for its Happydent chewing gum. According to the company, the viral will be promoted through a banner campaign on major websites. To create awareness about the viral, the Happydent Wave TVC will carry the website URL as scroller.

Happydent ‘Shineshah Challenge’ is an animated story which has a game integrated in it. The story revolves around a village where devil elephants take advantage of darkness of night to trouble villagers of Khushalgarh. They rob, beat and spread havoc among villagers but the turning point comes when ‘Shineshah – the saviour elephant’ comes to the rescue. From here the game starts and the player has to play the role of Shineshah to find all the five dark devils, capture and send them to jail.

“Our challenge was to come up with a fresh creative approach and ensure that the brand proposition comes out clearly. We gave the age-old ‘Light vs. Dark’ theme a Bollywood twist, experimented with a storytelling technique inspired by puppet shows, supported by folk style music and song and built a game to let users decide how the story ends,” Prabhat Bhatnagar, founder, Digivaasi, a digital brand solution company which created the Happydent Shineshah Challenge, has said.

According to Digivaasi, the Happydent brand has been seamlessly integrated into the viral as the entire story has been developed around the brand proposition that Happydent wave is a liquid filled gum and the fact that Happydent stands for a whitening gum. It is an extension of the brand TVC that shows elephants enjoying splash of water from Happydent Wave. Since elephants are an integral part of the TVC, animated versions of elephants were used in the viral.

The Happydent Sparkling Smiles of the Week Contest on Facebook has been launched keeping in mind the sheer popularity of photo sharing on Facebook. Members can upload their pictures of ‘group of friends’ on this page and a weekly winner with the most ‘sparkling smiles’ in the photograph will be chosen.

“In social media, there’s nothing more interactive and personal than sharing your photos. The Happydent Sparkling Smiles initiative on Facebook thrives on this interactivity by getting people to share their photos featuring friends on its fan page,” Vivek Bahl, a social media marketer who manages the Facebook page of Happydent, has said.

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