afaqs! news bureauPublished: 27 Jun 2019, 7:07 PM
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Mars Wrigley goes local with 'Paan' mints

Doublemint Paanmint is the company's first attempt at introducing a product exclusively for the Indian market. The brand has also launched #PehlePaan, a three-ad campaign around the launch.

Global confectionery giant Mars Wrigley announced the launch of Doublemint Paanmint, a product inspired by the Indian 'Paan' flavour. The new offering under the Doublemint umbrella is the company's first attempt at introducing a product exclusively for the Indian market. The brand has also unveiled #PehlePaan, a three-ad campaign crafted by BBDO India around the launch.

Mars Wrigley goes local with 'Paan' mints

Pehle paan phir gaan

Mars Wrigley goes local with 'Paan' mints

Pehle paan phir kanyadaan

Mars Wrigley goes local with 'Paan' mints

Pehle paan phir jaan pehchaan

The new product aims to widen Doublemint's presence in the freshness category, a segment it leads globally. In a media release, Yogesh Tewari, marketing director, Mars Wrigley Confectionery, said, "The launch of Doublemint Paanmint is a significant milestone in our journey in India. The new product builds on Doublemint's proposition of long-lasting freshness and gives it a unique, local twist with a flavour that Indians are familiar with and fond of. We are confident that the product will be well received by our consumers here."

Mars Wrigley goes local with 'Paan' mints

Dairy Day's Paan flavoured ice cream

Mars Wrigley goes local with 'Paan' mints

Unibic Paan cookie

The mints will be available across traditional trade outlets for INR 10. The campaign will run on television and digital mediums and the ads are being released in Hindi, Telugu, Kannada, Malayalam, and Tamil.

Here are a few brands that took the 'Paan' route to Indianise themselves:-

Mars Wrigley goes local with 'Paan' mints

Durex Kohinoor Meetha Paan Flavored Condoms

Mars Wrigley goes local with 'Paan' mints

Center Fresh Paan