Tic Tac and Yashraj Mukhate Spark a Fresh Wave of Creativity with User-Generated Music Campaign

Introduction: A Refreshing Blend of Music, Creativity, and Mints

In an era where brands are looking beyond traditional ads and diving headfirst into digital-first storytelling, Tic Tac has struck a high note—literally. With a brilliant new campaign featuring music sensation Yashraj Mukhate, Tic Tac India is tapping into the power of user-generated content to refresh its brand presence.

This energetic, minty-fresh campaign is designed for a generation that doesn’t just consume content—they create it. Combining Mukhate’s catchy beats and comedic timing with Tic Tac’s playful personality, the collaboration is sparking a wave of creativity across social media platforms.

The core of the campaign? An open invitation to India’s youth to remix, recreate, and reimagine Tic Tac in their own unique style—through sound.

Meet the Collaborators: Tic Tac x Yashraj Mukhate

Tic Tac, the iconic mint brand known for its cool, crisp freshness and quirky ads, has long been associated with youthful energy and fun. With this campaign, it’s stepping into the musical and meme-laden world of Gen Z and young millennials.

To do this effectively, the brand has teamed up with none other than Yashraj Mukhate—the internet’s favorite music content creator. Known for turning viral moments into musical masterpieces (“Rasode Mein Kaun Tha,” “Pawri Ho Rahi Hai”), Yashraj brings the exact flavor this campaign needs: relatable, humorous, and addictive.

This partnership is a perfect blend of brand identity and creative genius.

Campaign Concept: #TicTacFreshBeats Challenge

The campaign revolves around the #TicTacFreshBeats challenge—a high-energy, music-centric activation that invites users to remix their own version of Mukhate’s Tic Tac jingle, or choreograph and post fun reels inspired by the original beat.

The challenge encourages participation through:

• Custom Music Tracks: Composed by Yashraj Mukhate, blending catchy hooks with the sound of Tic Tac mints rattling

• Dance Reels and Comedy Skits: Leveraging TikTok/Instagram Reels-style formats

• Creator Spotlights: Featuring user submissions on Tic Tac’s official pages

• Brand Engagement: Weekly shoutouts, giveaways, and reposts for the most engaging entries

By handing over the mic (and camera) to the audience, Tic Tac is making its community part of the campaign—not just consumers, but co-creators.

The Sound of Freshness: Creating a Jingle That Pops

Yashraj Mukhate’s track for Tic Tac is not your average brand jingle. It’s a beat-heavy, playful, genre-bending audio track that uses the actual sound of mints clicking in the box as a percussion layer.

This approach does two things:

It turns the product into an instrument of creativity

It makes the brand instantly recognizable in audio form

Whether it’s being used in dance reels, lip-syncs, comedy skits, or even voiceovers, the beat is designed to be loopable and fun—exactly the kind of content that thrives on social media.

Why This Campaign Works: A Breakdown

The success of this campaign is rooted in five key elements:

Creator-First Storytelling: By collaborating with Yashraj Mukhate, the brand leverages an influencer who is creator-first—he makes content for fun, not just promotions. His authenticity carries over into the brand message.

UGC Over Traditional Ads: User-generated content drives deeper engagement than pre-shot commercials. It invites two-way interaction and builds brand ownership among fans.

Sound Branding: Using the rattle of the Tic Tac box is a clever play on sonic branding. It reinforces product identity even without visuals.

Trend Awareness: With music challenges and remix culture dominating platforms like Reels and YouTube Shorts, Tic Tac’s campaign rides the wave perfectly.

Fun and Low-Effort: Unlike overly curated content, this challenge is easy, relatable, and encourages spontaneity—a sweet spot for virality.

The Role of Yashraj Mukhate: Adding the Spark

Yashraj doesn’t just lend his name to the campaign—he infuses it with originality, personality, and viral potential. Known for transforming ordinary dialogues into bangers, his work often hits millions of views within days.

For Tic Tac, he created a track that is:

• Whimsical and upbeat

• Catchy, with repeat value

• Neutral enough for multiple themes (dance, comedy, parody)

In short, the track is a canvas for digital creativity, and Yashraj’s fan base jumped in without hesitation. The campaign also benefits from the creator's credibility—audiences trust that he wouldn’t put his name on just any brand.

Audience Engagement: Campaign in Action

Since launch, the #TicTacFreshBeats hashtag has begun gaining traction across Instagram and YouTube Shorts. Young users are:

• Re-enacting funny scenarios using the beat

• Creating mini love stories with Tic Tac as the icebreaker

• Adding transitions and filters to sync with the beat drop

• Unboxing Tic Tac products in creative ways

Influencers across genres—fashion, comedy, lifestyle, dance—have picked up the trend, fueling the campaign further.

What’s striking is how varied the content is. Some are pure comedy, some aesthetic and soft, others exaggerated and theatrical. This shows that a single, strong creative asset (like the sound) can trigger a thousand interpretations—the hallmark of a powerful campaign.

Cross-Platform Strategy: Not Just Instagram

While Instagram Reels may be the main stage, the campaign also runs across:

• YouTube Shorts

• Facebook videos

• Tic Tac’s branded Snapchat Lenses

• Branded WhatsApp sticker packs and audio notes

• Twitter memes under #FreshestMatch and #MintedWithLove

The brand also launched Tic Tac AR filters, allowing users to drop digital mints from the sky or have a Tic Tac beatbox floating on screen—further gamifying the experience.

Branding That Stays True

While the campaign is fun and influencer-driven, Tic Tac never loses sight of its brand pillars:

• Freshness: Communicated not just through the mint itself, but through energetic music

• Portability: Highlighted in skits where Tic Tac helps “save the day” in funny ways

• Youthfulness: Through casting, music tone, and the call to action: "Make it fresh, your way"

Every element ties back to Tic Tac’s mission: bringing a little burst of freshness into everyday life.

Cultural Relevance: Speaking to Gen Z

This campaign is a masterclass in speaking Gen Z’s language:

• Short-form videos > traditional ads

• Participation > passive viewing

• Meme culture > corporate polish

• Collaboration > command

Tic Tac recognizes that today’s consumers don’t just want to be told about a brand—they want to interact with it, remix it, and share their version of it.

And with a creative partner like Yashraj Mukhate, the brand unlocks exactly that.

Brand Wins and Social Proof

Early indicators show that the campaign is achieving its goals:

• Thousands of user videos uploaded within the first week

• High engagement on TikTok alternatives in India

• Increased brand visibility across creator communities

• Positive sentiment across comments and shares

Users are calling the campaign “relatable,” “super fun,” and “so Yashraj!”—which means the collaboration feels authentic and not forced.

Conclusion: A Jingle, A Beat, A Community of Creators

With this user-generated music campaign, Tic Tac has unlocked something far deeper than visibility—it’s tapped into a cultural moment. By combining a viral beat with a beloved creator and putting creative power in the hands of users, it has turned every phone into a mini production studio for the brand.