Tic Tac, a confectionary brand, has announced the launch of a new TV campaign, introducing ‘Tic Tac Seeds’ in saunf (fennel) flavour, a new category under the Tic Tac umbrella. The campaign, ‘Refreshingly Traditional’, seeks to remind the consumers the taste of traditional Indian mouth freshener, which is a deeply rooted tradition for all Indians.

“Mukhwas in India is traditionally consumed as an after-meal refreshment. In today’s busy lifestyle it is difficult to take these traditions forward and enjoy them. With Tic Tac Seeds, the brand is providing a new modern way to consumers to enjoy these traditions wherever they go,” a press release shared with WhatPackaging? stated.

The brand’s modern offering of the new refreshment is inspired from the traditional Mukhwas and has real crushed seeds of saunf, which is said to give consumers the taste of traditional Indian mouth freshener, with the modern twist of Tic Tac.

“It is an innovation with more than 100 layers of a crunchy Tic Tac shell filled with these crushed seeds inside. Tic Tac Seeds, in addition to saunf flavour, is also available in elaichi-ginger flavour,” the release stated.

Commenting on the campaign, Zoher Kapuswala, India marketing head - Tic Tac, Rocher, Nutella said, “Everyone seeks refreshment for different reasons and Tic Tac as a brand always aims to provide a refreshing taste and long-lasting experience to its consumers. Tic Tac Seeds innovation is the result of an extensive research done with the Indian youth to understand India’s affinity for all things traditional. The new campaign not only marks the expansion of our product portfolio but also connects well with the consumers’ need for a traditional taste of refreshment.”

Priced at Rs 10, Tic Tac Seeds will reach consumers in its unique flip top box as well as in a pillow pack. The Tic Tac campaign will leverage mass media as well as activate retail channels with point of sales material across India. The campaign will be amplified by leveraging key digital platforms of YouTube, Facebook, Twitter and Instagram.