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