Tic Tac & Yashraj Mukhate Turn Up the Vibe

Tic Tac Brings Its Signature Sound to India With ‘Tic Tac Go’

Tic Tac is turning freshness into a full-fledged cultural experience with its latest music-led campaign, ‘Refresh Your Vibe’, created in collaboration with popular music creator Yashraj Mukhate.

The campaign marks the fourth consecutive year of Tic Tac’s partnership with Mukhate and introduces an Indian adaptation of the brand’s globally recognised signature tune, titled ‘Tic Tac Go’.

Instead of treating music simply as a soundtrack, Tic Tac has made it the centrepiece of an interactive brand experience designed to encourage people to break away from repetitive routines, express themselves and connect with others.

From Everyday Routine to a Shared Celebration

The campaign film begins with scenes that feel familiar to modern audiences  tired faces, monotonous routines and people endlessly scrolling through their phones.

That everyday mood changes when the sound of music emerges from the Tic Tac Vibe Van.

The sudden burst of energy transforms ordinary moments into spontaneous celebrations, with people singing, dancing and expressing themselves as the Vibe Van moves through Mumbai.

The narrative is intentionally less structured than a traditional advertising film. Instead, it focuses on a collection of energetic moments that capture how a small spark can change the mood of an entire group.

Yashraj Mukhate Adds His Musical Signature

Yashraj Mukhate’s involvement gives the campaign a strong connection to India’s digital music culture.

Known for turning everyday conversations and cultural moments into catchy musical compositions, Mukhate brings his distinctive style to Tic Tac’s global sonic identity.

Through ‘Tic Tac Go’, the brand adapts its international signature tune for Indian audiences while retaining the recognisable spirit of the original.

The result is a campaign that combines a global brand asset with a distinctly Indian music and entertainment sensibility.

The Vibe Van Takes the Campaign Offline

One of the biggest elements of the campaign is the Tic Tac Vibe Van, which takes the brand experience beyond digital platforms.

The moving activation travels through Mumbai with Yashraj Mukhate performing from the upper deck, inviting people along the route to join the celebration.

As the Vibe Van makes different stops, more people become part of the experience.

The concept revolves around the idea that the journey itself becomes the celebration. Instead of simply travelling from one destination to another, the Vibe Van collects people, energy and moments along the way.

This gives Tic Tac an opportunity to transform a digital campaign into a physical experience that consumers can participate in and share.

Turning ‘Refresh Your Vibe’ Into a Consumer Experience

At the core of the campaign is the idea of self-expression.

The film suggests that people often have a more energetic, creative or expressive side that gets buried under everyday routines. All it takes is the right trigger to bring that side out.

For Tic Tac, music becomes that trigger.

By encouraging people to sing, dance, perform and participate, the campaign connects the brand’s promise of freshness with a broader emotional idea refreshing not just your breath, but your mood and energy as well.

Music as a Marketing Tool

The campaign also highlights the growing role of music in youth-focused brand communication.

Music can create immediate emotional recognition, encourage participation and make campaigns more naturally suited to social media platforms.

Tic Tac’s collaboration with Mukhate allows the brand to enter that cultural space while creating content that can extend beyond a conventional advertising film.

The campaign is expected to continue across digital platforms through collaborations spanning music, dance and sports, giving audiences multiple ways to engage with the ‘Refresh Your Vibe’ idea.

Ferrero India’s Focus on Connection

Speaking about the campaign, Zoher Kapuswala, Marketing Head, Ferrero India Subcontinent, highlighted the role of music in helping younger audiences express themselves and build connections.

According to the brand, the objective behind ‘Refresh Your Vibe’ was to create more than a traditional music video. The campaign aims to encourage people to step away from their everyday routines, express themselves freely and connect with others through music.

The continued partnership with Yashraj Mukhate also allows Tic Tac to keep the campaign culturally relevant while maintaining a playful and recognisable brand personality.

Why Tic Tac’s Campaign Stands Out

Tic Tac’s latest campaign demonstrates how brands can turn a simple product proposition into a broader cultural experience.

The brand starts with its familiar idea of freshness and expands it into fresh energy, fresh experiences and fresh connections.

The combination of Yashraj Mukhate, an original Indian adaptation of the global Tic Tac sound, a mobile experiential activation and social-first content gives the campaign several layers of consumer engagement.

Rather than simply asking audiences to watch, Tic Tac is inviting them to participate.

The Bigger Marketing Takeaway

Modern brand campaigns are increasingly moving beyond traditional advertising films. Brands are creating experiences that can live across digital content, music, physical activations and social conversations.

Tic Tac’s ‘Refresh Your Vibe’ campaign follows this approach by connecting entertainment with experiential marketing.

The Vibe Van provides the physical touchpoint, Yashraj Mukhate brings cultural relevance, while the ‘Tic Tac Go’ sound creates a memorable audio identity.

Together, these elements help Tic Tac transform its global brand language into an experience designed specifically for Indian audiences.

Ultimately, the campaign delivers a simple message: sometimes all it takes is the right beat, the right people and the right moment to refresh your vibe.