Mentos extends ‘Dimaag ki batti jala de’ proposition for new flavour

Perfetti Van Melle’s Mentos brand has been introduced in a new flavour. Ogilvy & Mather has worked on the campaign which takes forward the brand positioning of ‘Dimaag ki batti jala de’. The campaign, which broke on television, will be extended to other mediums over the coming weeks. 

The film opens on a guy riding a bike stuck in traffic and is visibly irritated by it. As he tries to figure out the cause of this traffic jam, he spots a constable flagging down a bike rider without a helmet and asking a bike driver wearing a helmet to drive ahead. He looks around for a solution since he is not wearing a helmet and spots a kid sitting on a pile of watermelon and eating the fruit. The film then cuts to the scene where the guy has fashioned out a helmet out of the watermelon and driving off as the traffic constable looks at him. The voiceover comes in and introduces the new watermelon flavoured offering from Mentos.  

Commenting on the campaign, Anurag Agnihotri, senior creative director, Ogilvy & Mather said, “Mentos is an old and established brand. Apart from doing the thematic campaigns every one, they have been introducing flavours once in a while. This particular commercial has been conceptualised in a way that sorts of reflect back on the mother brand and its well-known proposition.”

Apart from the television campaign, the brand is actively using the BTL route to reach out to its dealers and consumers. 

Credits:

Client: Mentos (Perfetti Van Melle)
Client team: Sameer Suneja, Namita Gupta, Manpreet Johal
Agency: Ogilvy & Mather, India
Creative team: Abhijit Avasthi, Anurag Agnihotri, Ashish Naik, Nasrullah Husami, Anupama Sirsalewal
Account management team: Antara Suri, Parul Madaan, Vaibhav Bhardwaj
Production house: Corcoise Films