Impact Mints has announced the appointment of actor Ranveer Singh as its first-ever national brand ambassador in India.

To highlight this association, the brand has rolled out a campaign built around the thought, ‘Yeh Mint Nahi, Momint Hai’. The campaign comprises a series of three films, out of which two are yet to be released. They are shot and produced by Studiofry.

The film opens with Singh repeatedly rehearsing his lines in 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, Singh smiles and says, "Tum bhi?" before delivering the campaign's signature line: "Yeh mint nahi, momint hai."

What we think about it: Crisp, engaging, and rooted in Singh's screen presence, the film leaves a memorable impression. The narrative keeps viewers guessing about the product category until the final reveal. The ad plays to Singh's exuberant, confidence-filled persona without overdoing it.

Ayush Dugar, chief marketing officer, Dugar Overseas, 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.”

Devang Singh, founder and 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.”