Ogilvy extends the Dimag ki Batti Jala De’ tagline for Perfetti’s Mentos Cola and makes fun of those who ask obvious questions
BestMediaInfo Bureau | Delhi | April 2, 2014
Perfetti Van Melle India (PVMI), the country’s leading confectionery player, always manages to surprise people's taste buds with their innovative products. This time around, there is a new addition to brand Mentos in the form of an exciting Cola flavour, for which Ogilvy & Mather has conceptualised a new campaign. .
Through its advertising over the years, Mentos has become synonymous with ‘Dimag ki Batti Jala De’. For the launch of their new flavour variant, they decided to add a new spin on the ‘batti’. In our daily lives, we sometimes ask questions without realising how obvious they are and that they don’t deserve an answer. The situation tends to become funnier still when we expect the other person to respond.
In the TVC, the protagonist is a young guy who has come to watch a movie. He spots his friend in the theatre and asks him ‘Idhar kya kar raha hai? Picture dekhne aaya hai kya?’ (What are you doing here? Have you come to see a movie?) A few “Duh…Genius!” moments ensue and then Mr Obvious is offered a cure for his Stupid-Question-it-is – Mentos Cola.
“At some point in life, everybody has been asked a question whose answer is so obvious; you don't know how to answer. Well we've given you an answer. Just give them a Mentos Cola!” said Abhijit Avasthi, National Creative Director, O&M India.
Commenting on the campaign, Nikhil Sharma, Director- Marketing, PVMI, said, “The new Mentos Cola commercial is in line with the platform of ‘Dimag ki Batti Jala De’ but with a fresh take on the situations where we don’t act as smartly. The variant which was launched last year has been doing well and we are sure that the new creative will further strengthen the consumer connect with the brand.”
Apart from television, the brand has also created content for digital platforms that will be released shortly.
Agency: Ogilvy & Mather
National Creative Director: Abhijit Avasthi
Creative team: Anurag Agnihotri, Ashish Naik, Nasrullah Husami
Account Management: Kapil Arora, President – Branch Head, Ogilvy North; Antara Suri, Parul Madaan, Ankita Singh
Production House: Corcoise Films
Director: Vishwesh Krishnamurty
Producer: Kunal Kamra