IMPACT MINTS®, the German mint brand, has appointed Ranveer Singh as its first-ever brand ambassador in India, marking a significant milestone in the brand’s growth journey in the country.
Alongside the announcement, the brand has unveiled a new campaign titled “Yeh Mint Nahi, Momint Hai,” celebrating everyday moments that become memorable with a boost of freshness and confidence.
The campaign film opens with Ranveer rehearsing his lines inside his vanity van before heading to the shoot. Before stepping onto the set, he reaches for an IMPACT MINTS® tin for a quick burst of freshness. Moments later, the Assistant Director is seen doing the same, prompting Ranveer to smile and say, “Tum bhi?” before delivering the campaign’s signature line, “Yeh mint nahi, momint hai.”
Conceptualised and produced by StudioFry, the film highlights how simple, everyday interactions can turn into memorable “momints” while reinforcing that IMPACT MINTS® is designed for everyone, offering a convenient way to enjoy freshness and confidence on the go.
The campaign marks the brand’s largest marketing initiative to date and will be rolled out across digital, OTT, social media, retail, quick commerce, modern trade and experiential activations, aiming to strengthen consumer engagement and expand the brand’s national presence.
Commenting on the partnership, 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, said the partnership marks a defining moment for the brand as it scales its distribution and deepens its presence across modern retail and quick commerce. He added that Ranveer’s confidence, energy and authenticity make him the ideal choice to represent IMPACT MINTS® and connect with consumers across India.
Sharing the creative vision behind the campaign, Devang Singh, Founder & Director, StudioFry, said the idea was to portray authentic, slice-of-life moments rather than place Ranveer in a fictional role. According to him, the campaign captures a side of the actor rarely seen on screen, making him a natural fit for a brand built around real, relatable moments.