A new chapter has begun for IMPACT MINTS. The German-origin premium mint brand has appointed Bollywood star Ranveer Singh as its first-ever brand ambassador for India, marking a significant milestone in its journey in the country.
The announcement comes with the launch of a new campaign built around the thought “Yeh Sirf Mint Nahi, MOMINT Hai.” The brand positions its mints not merely as a breath freshener, but as a small boost that elevates everyday moments — adding freshness, confidence and a touch of IMPACT.
The Campaign Film
The first film of a planned three-film campaign has been released. Shot and produced by StudioFry, the ad takes a simple, slice-of-life approach rather than a high-energy, larger-than-life treatment.
The film opens with Ranveer Singh inside his vanity van, rehearsing his lines repeatedly. When 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, who is calling him for the shoot, also takes out an IMPACT MINTS tin and has one. Surprised, Ranveer smiles and says, “Tum bhi?” before delivering the campaign’s signature line:
“Yeh mint nahi, momint hai.”
The film highlights how ordinary interactions can turn into memorable “momints” with a little freshness and confidence. It deliberately keeps Ranveer as himself rather than placing him in a character role, focusing on subtle, real moments instead of loud performance.
Why Ranveer Singh
Speaking about the association, 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), added,
“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.”
Devang Singh, Founder & Director of StudioFry, shared the creative thought: “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.”
A Bigger Push Ahead
The campaign is IMPACT MINTS’ biggest marketing push yet. The film is being rolled out across digital platforms, OTT, social media and on-ground touchpoints. It is supported by retail, quick commerce, modern trade and experiential activations, ensuring the brand is visible wherever consumers shop or engage with content.
This is Film 1 of a three-film campaign. The brand has already teased that the next “MOMINT” is coming soon, promising more stories that celebrate moments which deserve a little more freshness, a little more confidence, and a whole lot more IMPACT.
With Ranveer Singh as its first-ever brand ambassador in India, IMPACT MINTS is clearly aiming to turn everyday mint occasions into memorable MOMINTs.