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Mentos throws a riddle for ‘Batti Jalao’ campaign 

The campaign has been conceptualised by Ogilvy & Mather. This is a unique marketing campaign wherein a participant doesn’t have to buy or consume the product to participate 

BestMediaInfo Bureau | Mumbai | March 5, 2013

Mentos, a Perfetti Van Melle brand, was first positioned on the fresh thinking platform with the ‘Aam Zindagi, Mentos Zindagi’ campaign. Mentos then evolved, literally, with the 'Evolution' campaign which portrayed an alternative theory of evolution where a monkey ate a Mentos and evolved into a man. Thereafter, Mentos has been positioned on the smart thinking platform with the tagline ‘Dimaag ki Batti Jala de’.

‘Batti Jalao’, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles and mysteries. The campaign uses a riddle with a twist and urges the audience to use their brain laterally. To make the campaign substantial and credible, there is a cash prize of Rs 25 lakh on solving the riddle. This is a unique marketing campaign by a brand wherein the person doesn’t have to buy or consume the product to participate.

The latest campaign has been conceptualised by Ogilvy & Mather. This is the first instance of a confectionery brand coming up with such an unconventional marketing campaign with an aim to initiate conversations amongst consumers. To reach out to its target audience, Mentos will be using various platforms including social media, microsites, mobile, Internet, radio and electronic media. The voice-over has been provided by Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia.

Commenting on the campaign, Nikhil Sharma, Director - Marketing, Perfetti Van Melle India, said, “We expect this campaign to help the brand engage consumers in an interesting and never-done-before way. With this communication, we have taken a leap and thrown a challenge to the consumers to solve a bizarre mystery. The entire look and feel is witty and humorous.”

Abhijit Avasthi, NCD, Ogilvy India, said, “With a brand as fun and iconic as Mentos, there's always this huge question: what next? It's not easy to catch people by surprise and leave them with a laugh time after time, but we've done it yet one more time. And with the 'Riddle' campaign we've gone a step ahead by giving them something that will play on their minds even after they find out the answer."

Piyush Pandey commented, "There comes a time in a brand's journey where it must do something startling, something radical, even if what it has been doing before has worked really well. The new Mentos 'Riddle' campaign does exactly that. It takes a new leap without letting go of the essence of the brand."

The campaign will be first launched on digital media with a sneak preview for the Mentos Facebook community which is close to 6 lakh followers. Thereafter, the campaign will be launched with banner advertising in the Internet and mobile space. Viewers can also logon to www.mentosindia.com  or Mobile: http://mentosindia.mobi/, branded destinations on Internet and mobile specifically launched for this campaign. These zones enable the viewers to participate in the contest and also provide them with clues to the riddle. Another mobile platform is the Mentos bot in a chat aggregator, created exclusively for Mentos by Nimbuzz, a leading communications solutions company.

After the campaign gains momentum on the digital platform, it will go on air on television across key youth oriented channels.

The Video:

[youtube]http://www.youtube.com/watch?v=pupZGrWkook[/youtube]

Credits: Client: Mentos (Perfetti Van Melle India Pvt. Ltd.) Client team: Nikhil Sharma, Preeti Bhatnagar, Manpreet Johal, Alok Raj Agency:  Ogilvy & Mather Creative team: Piyush Pandey, Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Saurabh Kulkarni, Nasarulla Husami, Sofia Ashraf, Mathanki Kodavasal, Saurabh Dikshit & Abhijeet Patil Account management team: Antara Suri, Parul Madaan and Vaibhav Bhardwaj Production house: Soda Films

Producer: Ameya Dahibavkar Director: Rajesh Krishnan

Info@BestMediaInfo.com

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