German mint brand Impact Mints has signed Bollywood superstar Ranveer Singh as its first-ever national brand ambassador in India, backed by a new 360-degree campaign built around the line “Yeh Mint Nahi, Momint Hai.” The announcement was made on 29 July 2026, alongside a brand film shot and produced by StudioFry.
The film, created by Dugar Overseas Private Limited (the company behind Impact Mints in India), shows Singh rehearsing lines in his vanity van before reaching for an Impact Mints tin for a confidence boost, followed by a crew member doing the same, delivering the campaign’s signature “momint” moment.
Why Did Impact Mints Choose Ranveer Singh as Brand Ambassador?
Impact Mints’ decision to sign Ranveer Singh as its first-ever brand ambassador marks the company’s biggest marketing push to date, according to Ayush Dugar, Chief Marketing Officer at Dugar Overseas Private Limited. “He embodies everything that the brand stands for – confidence, energy and authenticity,” Dugar said, describing the partnership as a defining moment in the brand’s journey to scale distribution and deepen its presence across modern retail and quick commerce in India.
What Does the Campaign Mean for Impact Mints’ Retail Strategy?
The campaign will roll out across digital, OTT and social media platforms, alongside on-ground touchpoints, retail, quick commerce, modern trade and experiential activations. This multi-channel push signals Impact Mints’ intent to convert celebrity-driven brand awareness directly into retail and quick-commerce sales velocity, a strategy increasingly common among FMCG challenger brands competing against established players in India’s crowded confectionery aisle.
Industry Reaction and Expert Commentary
StudioFry Founder and Director Devang Singh said the creative approach deliberately avoided a scripted celebrity performance. “A brand built on real moments needed the real man,” Singh said, adding that the film captured facets of Ranveer Singh “that aren’t a performance.” Singh himself said the association resonated with values of “confidence, freshness and a bold, contemporary outlook” that he associates with his own public persona.
What Happens Next?
Impact Mints is expected to extend the “Momint” campaign across additional formats and regional markets in the coming months as it works to convert the Ranveer Singh association into deeper retail penetration. The brand’s performance in quick-commerce channels, where impulse-purchase categories like mints have seen rising volumes, will be an early signal of the campaign’s commercial impact.
Frequently Asked Questions
Who is Impact Mints’ new brand ambassador?
Impact Mints has signed Bollywood actor Ranveer Singh as its first-ever national brand ambassador in India, announced on 29 July 2026 alongside a new brand film.
What is the “Momint” campaign?
The Momint campaign, built around the line “Yeh Mint Nahi, Momint Hai,” celebrates everyday memorable moments and was shot and produced by StudioFry for Impact Mints.
Where will the Impact Mints campaign be shown?
The campaign will run across digital, OTT and social media platforms, along with retail, quick commerce, modern trade and on-ground experiential activations across India.
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