Tic Tac and Yashraj Mukhate collaborate for user-generated music campaign

Tic Tac, the confectionery brand from the Ferrero Group, has launched a digital campaign titled ‘Refresh Your Vibe’ in collaboration with music producer and influencer Yashraj Mukhate. The campaign invites individuals across India to participate by engaging with music as a form of creative expression.

As part of the initiative, participants are encouraged to record and submit a video completing the track “Kyunki Meri Tic Tac Life Hai,” composed by Mukhate. Entries can be uploaded to the campaign microsite, and one selected video will be featured alongside Mukhate in an official music release. Terms and conditions apply.2, 2025. Participants can submit performances that include singing, dancing, or simply engaging with the campaign jingle. Expressing enthusiasm about the campaign, Zoher Kapuswala, marketing head, Pills & Gums, Ferrero India said, with ‘Refresh Your Vibe,’ we’re speaking the cultural language of our core consumers. Music is one of the most powerful forms of self-expression today. Partnering with Yashraj Mukhate helps us connect authentically with youth and pop culture. This is our third collaboration with Yashraj, and each time, it’s been about creating something fun, and fresh. This time we’re not just running a campaign – we’re inviting our consumers to be co-creators of the culture they love.”

The contest runs from July 11 to July 26, 2025. The final video featuring the selected winner will be released on August 22, 2025. Participants can submit performances that include singing, dancing, or simply engaging with the campaign jingle.

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In addition to the main feature opportunity, the campaign also offers other incentives, including daily concert vouchers and weekly giveaways such as portable speakers. The winner will be announced on July 30.

Commenting on the campaign, Zoher Kapuswala, marketing head, Pills & Gums, Ferrero India, said: “With ‘Refresh Your Vibe,’ we aim to connect with younger audiences through a format that encourages creativity and participation. Collaborating with Yashraj Mukhate for the third time allows us to further explore interactive and culturally relevant ways to engage with our consumers.”