Though many battles in retail are fought above the line, in a country of 1.21 billion, the war is often won at the counter shelf. Happydent Complete, a teeth protection gum, was fighting a losing battle at POS. The challenge thus was to create visibility in a heavily cluttered segment.

Borrowing a vibrant street-art style, we took popular Indian archetypes and crafted their colourful caricatures. What we got was a fun and vibrant design solution that didn’t just leave a smile on our face, but on the pack itself.

The response we’ve got so far on the new pack has been overwhelming. Even in smaller towns, where product placement on the shelf is as unorganized as the shelf itself, we’ve managed to kick the competitions teeth in. And Happydent Complete is on its way to becoming India’s favourite teeth protection gum.