Where there's a Mentos, there's a way

Conceptualised Ogilvy & Mather, the TVC takes forward the tagline, 'Dimag ki batti jala de!', and presents a Mentos solution for the eternal TV Vs study tussle

BestMediaInfo Bureau | Mumbai | August 3, 2015

Click on the image to watch the TVC.

Mentos, the mint brand from Perfetti Van Melle, has redefined the mint space in India with its smart positioning and consistent product innovation. The brand tagline – 'Dimag ki batti jala de!' – has not only become part of colloquial language, but also resonates well with the youth who believe in being more street smart than book smart.

The series of smart ideas began with the iconic 'Classroom' commercial, followed by the brand's humorous take on the evolution theory with the 'Mentos Evolution' and finally, asking consumers to think laterally with the 'Riddles'.

Carrying forward the legacy of smart ideas, the new Mentos ad shows a widespread teenage life problem – TV versus study, and presents a Mentos solution for it. The TVC has been conceptualised by Ogilvy and Mather.

A teenager asks his mother if he can watch TV while studying, the strict mother obviously refuses. Then, the same situation repeats itself and this time he plays it smart and asks his mum instead, if he can study while watching TV, making him appear responsible. The mother not only agrees, but is overjoyed at his sincerity. A perfect example of 'Aam Zindagi vs Mentos Zindagi'.

“The new commercial stays true to our brand positioning, offering a smart solution for a tricky situation, this time though in the form of clever wordplay used by the protagonist. The presence of an everyday situation makes the ad highly relatable and enjoyable for the viewer,” said Anurag Agnihotri, ECD, Ogilvy.

The new commercial went on air in July-end and is visible across television and digital mediums.

Preeti Bhatnagar, Category Head - Marketing, Perfetti Van Melle India, said, “Mentos has always stood for smart, on-the-feet thinking that gets you out of trouble. This time, too, with our new slice-of-life commercial, we surprise the viewers with a charming and witty idea that they wish they had used in their own lives.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Perfetti Van Melle

Brand: Mentos

Creative agency: Ogilvy and Mather

Creatives:

Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather

Rajiv Rao, National Creative Director

Anurag Agnihotri, Executive Creative Director

Nasrullah Husami, Associate Creative Director

Account Management:

Kapil Arora, President - Branch Head, Ogilvy North

Vishwajeet Rana, Senior Vice-President, Account Management

Parul Madaan, Management Supervisor

Ankita Singh, Group Account Manager

Production House Credits:

Production House – Soda Films

Director - Rajesh Krishnan

Producer - Ameya Dahibavkar

Info@BestMediaInfo.com

Info@BestMediaInfo.com