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Mentos sparks Luv Ka The End to join hands with Yash Raj Films

Co-branded TVC starring Shraddha Kapoor, the lead actress of LKTE created to integrate the brand with Y – films.

BestMediaInfo Bureau | Delhi | May 13, 2011

Mentos, a popular youth brand of confectionary giant Perfetti Van Melle India (PVMI) has recently tied up with yash Raj films (YRF) the known youth film studio for the launch of Yashraj’s first feature film  Luv Ka The End (LKTE).

The Mentos, ‘Dimag Ki Batti Jala De’ known for its amazing tagline has been exclusively shot in co-branded television commercial starring Shraddha Kapoor, the lead actress of LKTE to integrate with the youthful exuberance of Y – films.  Yash Raj films promises to deliver exciting films of the youth, by the youth, for the youth and always be a better platform for showcasing the talent of fresh crop of directors and actors.

Shraddha Kapoor, the lead actress of the movie who is playing the character of Rhea is cheated on by Luv Nanda, played by Taaha Shah. Instead of nursing a broken heart, Rhea decides to get even with Luv Nanda and comes up with innovative ideas — the Mentos way — to bring him down. This forms the crux of the story.

Commenting on the association, Namita Gupta, Marketing Manager, Perfetti Van Melle India, said, “The Mentos and LKTE association is the perfect coming together of two entities that should appeal to youngsters. Mentos, a popular youth brand, brings to the table the ‘casual smartness’ quotient while LKTE is a fresh take on an emotion that all teenagers encounter — love and dealing with its resultant heartache. Mentos’ ‘Dimag Ki Batti Jala de’ (helps you think fresh) positioning has been well integrated with LKTE’s message, ‘Don’t get mad. Get even’.”

Ashish Patil, head of Y-Films stated, "We're delighted to partner with Mentos for our first film Luv ka The End. There's a great fit for both brands, given the audience we're talking to and the madness with which we're talking to them. The beauty of the association is that it's been done seamlessly in the film and Mentos has really helped blow it out of the water with their co-promotions. So as we said, jab karna ho luv ka the end, dimag ki batti jalao!"

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