Impact Mints has named Ranveer Singh as its first brand ambassador in India, a major achievement for the mint brand as it aims to strengthen its position throughout the country. With the announcement, the company has also launched its new campaign, “Yeh Mint Nahi, Momint Hai”, which highlights the little moments that give a sense of confidence and freshness to daily life.
In the campaign film, Ranveer Singh is shown getting ready for a shooting sequence when he reaches for a tin of Impact Mints. Seeing that the assistant director is doing the same, he playfully asks, “Tum bhi?” This cheerful exchange then gives way to the campaign’s tagline, “Yeh Mint Nahi, Momint Hai”, which emphasizes the idea that the product is not just about fresh breath but also about creating memorable moments.
The campaign, created by StudioFry, will be launched across a wide variety of platforms such as digital media, OTT services, social media, retail outlets, quick commerce platforms, modern trade stores, and on-ground activations, ensuring broad consumer reach.
When talking about the partnership, Ranveer Singh stated that the values of the brand are in line with his own.
He said that Impact Mints stands for confidence, freshness and a bold, contemporary outlook – values which appeal to him. It is exciting to be partnering with a brand that keeps on establishing a strong link with consumers by means of quality and innovation. He looked forward to this association as well as to the future that lies ahead of them together.
Ayush Dugar, who is the Chief Marketing Officer at Dugar Overseas, called the collaboration a significant point in the company’s journey.
The company Impact Mints has become one of the leading mint brands in India; when they decided to appoint their first brand ambassador, Ranveer Singh was the obvious choice since he stands for confidence, energy and authenticity—qualities which exactly match our brand. This partnership is a key ‘momint’ as we carry on with our expansion of distribution into modern retail and quick commerce, he said.
Devang Singh, who founded and directs StudioFry, outlined the aim of the campaign as being to show Ranveer Singh in a more natural and relatable light rather than having him play a fictional character.
The eative team state that the campaign is aimed at genuine, everyday interactions which have an effect on consumers, enabling the actor’s real personality to match the brand’s identity.
By launching its first celebrity campaign with Ranveer Singh, Impact Mints aims to strengthen its ties with consumers as it expands its presence in India’s rapidly growing retail and quick-commerce sectors. The new campaign promotes the brand on the themes of confidence, freshness, and genuine everyday moments, which align with its changing identity in the competitive confectionery market.