National, 12th November 2026: Happydent, flagship gum brand from Perfetti Van Melle India, has rolled out Jagmag Kahaniyaan: Odisha ra Gapa (“Stories of Odisha”), a digital-first storytelling IP that brings together food, culture and the everyday after-meal ritual in a format that can travel across regions and stories. Hosted by Masterchef Abinas Nayak, the four-part YouTube series journeys through Puri, Cuttack, Chilika and Bhubaneswar, uncovering stories behind Odisha’s rich culinary heritage.
Odisha was chosen for the series’ first chapter for its rich food culture and the stories woven into its traditions and everyday life. With his roots in the state and a natural instinct for food storytelling, Abinas brings both familiarity and credibility to the journey — uncovering the traditions behind Rath Yatra and Mahaprasad, the community spirit of Dahibara Aloodum, the culinary legacy of Chilika, and the origin story of Odisha’s beloved Chhena Poda. Together, these moments capture how food continues to connect people, places and generations across Odisha.
With Jagmag Kahaniyaan, Happydent continues to create stories that shine a light on the beauty of everyday India; one meal, one memory and one bright smile at a time. The series is available on Happydent India’s YouTube channel and is being amplified with #Happydent #JagmagKahaniyaan #Odisha.
- Episode 1 | Puri: Ratha Chaliba Rasa Chaliba
- Episode 2 | Cuttack: Dahibara Aloodum ra Dina
- Episode 3 | Chilika: Chilikara Khajana
- Episode 4 | Bhubaneswar: Mitha Shesha
Commenting on the initiative, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Happydent has always believed in creating stories that bring a little brightness to everyday moments. With Jagmag Kahaniyaan: Odisha ra Gapa, we are shining a light on Odisha’s rich food culture and the stories that make it special. As a brand rooted in the post-meal moment, Happydent fits naturally into this journey of food, memories and smiles.”
Chef Abinas Nayak, MasterChef India Season 5 winner and culinary storyteller, added, “Odisha’s food has always been more than recipes for me. Every dish carries a memory, a place, a person, and a story that deserves to be told. Through Jagmag Kahaniyaan: Odisha ra Gapa, I got to revisit some of the most special food stories of my home state; from Mahaprasad in Puri and Dahibara Aloodum in Cuttack to the flavours of Chilika and the sweetness of Chhena Poda. What made this journey special was the chance to show that food is not just about what we eat, but about the culture, emotions and conversations that stay with us long after the meal. I am glad to partner with Happydent on a series that celebrates these stories in such a fresh and engaging way.”
About Perfetti Van Melle India Pvt. Ltd.
Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e., candies, jellies, gums & chewies) which provide differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 6 million outlets across India and the manufacturing facilities are in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 31 years since its inception, Perfetti Van Melle’s power brands like Center fresh, Center fruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions, and clutter breaking advertising campaigns. PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building a sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its four pivot areas of sustainability – education, skilling, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam. For more information, please visit: http://www.perfettivanmelle.in
