Draftfcb+Ulka turns Mint-o Gol into 'hypocrisy buster'

Campaign India Team, 14 January, 2010

Mumbai

ITC's chewy mint Mint-o, which recently introduced a new product Mint-o Gol in the market, has released a new TVC for the same.

Draftfcb+Ulka is the creative agency behind the campaign. The agency had earlier created the 'Jab Laila ko karna hai impress, toh Majnoo ne khayi Mint-o Fresh' campaign.

For Mint-o Gol, the agency was tasked with positioning the product that gives consumers a chewy, flavourful, refreshing break. This was interpreted by the agency as "in a world full of hypocrisy, Mint-o Gol gives you a chewy, flavourful, refreshing break that helps see through the bluff".

According to Indira Das, executive creative director, Draftfcb+Ulka, "Our challenge was to base our communication on an insight that is relevant to what the average twenty year old is thinking and feeling today – not necessarily universal or timeless."

The creative team therefore zeroed in on the fact that Indian youth today "is in no mood for any more hypocrisy and double standards." "This is a 'cut-the-crap' generation, far less in awe of things than we were and far more likely to tell it like it is," says Das.

The insight was used to position Minto Gol as a 'Hypocrisy Buster'.

View TVC here

The film opens with a shot of a young boy and and his girlfriend in a mall, where she meets her friend. The two girls have met after a long time and appear delighted, launching into the usual gushing cliches. The boy recedes into a corner and facing the camera, interprets their interaction, providing a sardonic translation of what is a mindless exchange to him. The TVC has been directed by Nikhil Rao of Chrome Pictures.

The new TV campaign hitting airwaves will be supported by an online campaign as well as on-ground activation.
 

Credits
Project: Mint-o Gol launch
Brief : To position Mint-o Gol as the product that gives you a chewy, flavourful, refreshing break
Client: ITC Ltd
Creative agency: Draftfcb+Ulka
National creative director: K S Chakravarthy (Chax)
Executive creative Director: Indira Das
Copywriter: Indira Das
Account planning: Sanghamitra Dey
Client servicing: Ashwin Jose, Kailash Kondath
Production house: Chrome Pictures
Director (of the film): Nikhil Rao
Post-production studio: Prime Focus
Media used: TV, Cinema
Media agency: Lintas Media Group