Prime Focus has delivered a new campaign - Happydent 'White' - for McCann Erickson. The campaign was envisaged by Prasoon Joshi from Happydent's creative agency. It was directed by Ram Madhwani and produced by Manoj Shroff for Equinox Films. Post production was overseen by Shyam Salgoacar, senior creative editor for Prime Focus.
The commercial is a dramatic extension of a Happydent 'White' commercial made in 2004, in which a smiling villager functions as the flash for a photographer. The same concept of teeth producing light was extended to the extreme in the 2006 commercial. The commercial is a display of the glorious and luxurious side of India which involves royal palaces and princes and the lives they lead.
Back to Listing