IMPACT MINTS®, the leading German mint brand, today announced the signing of Bollywood superstar Ranveer Singh as its first-ever national brand ambassador in India. With his vibrant and confident personality, Ranveer is a natural fit for the brand and its mission to help people make every 'momint' count.
IMPACT MINTS® has launched a brand film that is built around the thought, "Yeh Mint Nahi, Momint Hai." The campaign celebrates life's everyday memorable moments, reminding audiences that even the simplest interactions can turn into unforgettable "momints."
The film opens with Ranveer Singh rehearsing his lines repeatedly inside his vanity van. As he is called to the set, he reaches for an IMPACT MINTS® tin and pops a mint for an extra boost of confidence. Moments later, the Assistant Director calling him for the shoot also takes out an IMPACT MINTS® tin and has a mint. Surprised, Ranveer smiles and says, "Tum bhi?" before delivering the campaign's signature line: "Yeh mint nahi, momint hai."
Shot and produced by Studiofry, the ad film showcases how everyone has their own everyday momint where a little boost of freshness can make all the difference. At its heart, the campaign also reinforces that IMPACT MINTS® is for everyone. It's a small tin that fits effortlessly into everyday life and can be shared with anyone, offering an instant boost of confidence when it matters most.
The 360-degree campaign marks IMPACT MINTS®’s biggest marketing push yet. The film will be rolled out on digital, OTT, social media platforms and on-ground touchpoints, complemented by retail, quick commerce, modern trade and experiential activations, ensuring consumers encounter the brand wherever they shop or engage with content.
Through this signing, IMPACT MINTS® aims to further accelerate national brand visibility and deepen its retail presence to support sustained sales growth.
Talking about his association with IMPACT MINTS®, Ranveer Singh said, “IMPACT MINTS® stands for confidence, freshness and a bold, contemporary outlook — values that resonate with me. It’s exciting to partner with a brand that continues to build a strong connection with consumers through quality and innovation. I look forward to this association and to what’s ahead together.”
Ayush Dugar, Chief Marketing Officer, Dugar Overseas Private Limited, the company behind IMPACT MINTS® in India, said, “IMPACT MINTS® is today one of India’s leading mint brands and we have received a lot of love for it over the years. When we decided to bring on our first brand ambassador, we knew right from the start that Ranveer Singh would be the perfect fit. He embodies everything that the brand stands for - confidence, energy and authenticity. This partnership marks a defining ‘momint’ in our journey as we scale our distribution and deepen our presence across modern retail and quick commerce. Ranveer helps us share the journey with millions of consumers across India in a way that feels real, relevant and true to who we are.”
Sharing the creative thought behind the campaign, Devang Singh, Founder & Director, StudioFry said, “Impact is not just a mint, it’s a moment. The moments we chased were the serendipitous ones. As a creative director and the director of the films, I wanted nothing loud, nothing performed. Small, subtle, slice-of-life. Which meant not putting Ranveer into a role at all. Everyone wants him to play a character, and he’s extraordinary at that, but a brand built on real moments needed the real man. There are so many facets to him, and this campaign gets at the ones that aren’t a performance. the ones almost nobody has seen on screen. That’s what makes him right for Impact. He isn’t lending the brand a face; he’s giving it exactly the register it was built on.”
