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Wrigley India, a subsidiary of Mars Incorporated, has signed on Katrina Kaif as brand ambassador for its Doublemint chewing gum and has released the latest TV commercial of Doublemint Aquasplash featuring her. Designed to appeal to today’s youth, the new commercial captures Katrina in an effervescent mood and sets the tone with a new tag line “Keep it Fresh”. The objective of the new TVC is to showcase the tremendous youth connect that Doublemint enjoys and establishes it as one of the leading breath freshening brands in the country.Speaking on the association with Doublemint, Katrina Kaif said, “I am most delighted with my association with Doublemint. I can easily connect to the brand. For me, Doublemint represents everything that is cool, youthful and energetic. The freshness promise of the brand is something which everyone would relate to.”The entire communication strategy of the new Doublemint commercial hinges on freshness and how it can give you that extra edge by making you confident. It features a young man who meets his dream celebrity in an elevator and is able to turn the situation on his side, with fresh breath confidence lent to him by his favourite chewing gum – Doublemint. The TV commercial can be viewed on leading electronic channels and will soon be supported by other promotional activities.


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